遊憩涉入與服務保證對重遊意願之影響：以民營觀光遊樂業為例

Impacts of Recreation Involvement and Service Guarantee on Revisit Intention: Based on the Private Tourism Recreation Industry

本研究旨在探討遊憩涉入與服務保證對重遊意願產生何種影響，及服務保證對遊憩涉入與重遊意願間之干擾效果，以補足先前研究缺口。本研究採用問卷調查法，以分層抽樣方式針對2015年國內前五大民營觀光戶外遊樂業者之遊客進行調查，總共回收有效問卷750份。經由複迴歸分析驗證各研究假說，研究結果發現遊憩涉入（含吸引力、自我表現、生活型態中心性）對重遊意願有正向顯著影響。此外，服務保證（含完全滿意保證、特定保證、綜合保證）對重遊意願有正向顯著影響。另外，服務保證會增強遊憩涉入與重遊意願間關係。最後，本研究提出管理意涵與建議。

To bridge the gap of past studies, this research aims to explore the impacts of recreation involvement and service guarantee on revisit intention and the moderating effects of service guarantee on recreation involvement and revisit intention. This research adopts stratified sampling and collects questionnaires from 2010 Taiwan top five private tourism recreation company’s tourists. Totally 750 respondents of samples have been collected. By implementing the multiple regression analysis to verify each hypothesis, this research found that recreation involvement (i.e. attraction, self expression and centrality of lifestyle) has significantly positive impact on revisit intention. In addition, service guarantee (i.e. full satisfaction guarantee, specific guarantee and combined guarantee) also has significantly positive impact on revisit intention. Furthermore, the moderating effects of service guarantee increases the relationship between recreation involvement and revisit intention. Finally, based management implications of the research findings, some suggestions were discussed.