[[alternative]]The Relationships between motivation, Service Quality, Satisfaction and Behavioral Intention--A case of 2006 Taiwan Lantern Festival

[[abstract]] 本研究以參與「2006台灣燈會在府城」遊客為對象，於民國九十五年二月十二日~二月二十六日止，採取問卷調查法，對象為16歲或以上的遊客，當面請遊客填答問卷，在302份有效樣本中，利用SPSS統計套裝軟體分析、信度分析、變異數分析、因素分析、迴歸分析來探討遊客動機、服務品質對遊客滿意度及行為意圖上的影響及關係。 研究結果發現受訪遊客參與動機經因素分析萃取而得「新奇探險」、「社交活動」、「節慶參與」、「文化探索」、「擴展知識」等五個構面。旅遊動機會正向顯著影響服務品質，服務品質會正向影響滿意度，服務品質對行為意圖有正向影響，顧客滿意度對行為意圖有正向影響。本研究之結果可供主辦單位作為未來活動規劃設計之參考。[[abstract]] This study is aimed to investigate the relationships between motivation, service quality, satisfaction and behaviorl intention for festival tourists who attended 2006 Taiwan Lantern Festival in Tainan. A total of 302 questionaires were obtained and analyzed by using descriptive analysis, reliability analysis, one-way analysis of variance, factor analysis and stepwise regression analysis. The results show five motivation factors, namely ＂novelty seeking＂, ＂socialization＂, ＂festival participation＂, ＂cultural exploration＂ and ＂knowledge expansion＂ are extracted by factor analysis. Travel motivations have significantly positive effects on perceived service quality, and perceived service quality has significantly positive effects on both satisfaction and behavioral intention. In addition, satisfaction has significantly positive effect on behavioral intention. The results of this study can provide references for future similar activities