宗教觀光之服務接觸、遊客體驗與重遊意願關係之研究－以台南玄空法寺為例=A Study of Relationship among Service Encounter, Tourist Experience and Revisiting Intention in Religious Tourism﹕The Example of Tainan Xuankong Temple
Religious tourism makes the managers emphasis on managing and marketing. So this research’s goals were (1) Realize the relationships among the service encounter, tourist experience and revisiting intention in religious tourism. (2) Realize the difference among the service encounter, tourist experience and revisiting intention in demographic variables. (3) Study the relationships among the service encounter, tourist experience and revisiting intention. (4) Study the tourist experience mediated effect between service counter and revisiting intention. The subjects were the visitors of Tainan Xuankongfa Temple, and we conducted convenient sampling and questionnaired 450 persons. We received 427 effective questionnaires, the recovery rate was 95%. We used SPSS statistical software to conduct Descriptive Statistics Analysis, Factor Analysis, Reliability Analysis and Validity Analysis, Independent Sample T Test, Single factor variance analysis, Scheffe and Multiple regression analysis. We discovered the most of the visitors were the male, under 20 years old and living in the southern Taiwan, Taoist. They were also introduced by others and first time to visit and would sightsee around. The service encounter, tourist experience and revisiting intention had partly significant difference in different demographic variables. The service encounter and tourist experience had positive significant influence on revisiting the intention. The tourist experience was mediated between service counter and revisiting intention. The suggestions depending on the study outcome were strengthing, the service encounter, promoting the tourist experience, setting up the guide board and combining with the media promotion. The other suggestions were to conduct Semi-qualitative interview, expand the mother group and add other variables into the research.
