THE ANALYSIS OF SERVICE QUALITY, SATISFACTION AND REVISIT INTENTION TAKING YILAN GREEN EXPO AS AN EXAMPLE
Chuan-Hsiao Han (Primary Author)
Department of Health and Creative Vegetarian Science, Fo Guang University
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Chien-Wei Shih
Department of Health and Creative Vegetarian Science, Fo Guang University
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Li-yang Lin
Jun Yang Trading Company
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Abstract
Yilan Green Expo, founded by Yilan County Government in 2000, is the first large-scale festival curatorial activity focusing on ecological conservation and environmental education in Taiwan. With the consecutive emergence of festivals with agriculture as the curatorial theme, the competition within the tourism, leisure, and recreation industry is increasing day by day. How to attract people for recreation and meet the demand for tourism and leisure is the first challenge that Yilan Green Expo needs to break through in its 20th year.
In this study, the tourists of the 2021 Yilan Green Expo were taken as the subjects, and the differences and influences of "tourist attributes" on "service quality", "satisfaction" and "revisit intention" were analyzed. The questionnaire survey was conducted by purposive sampling. A total of 320 questionnaires were distributed and 301 valid questionnaires were recovered, with an effective recovery rate of 94.06%. According to the questionnaire survey, there were some significant differences between "tourist attributes" and "service quality", "satisfaction" and "revisit intention". The correlation analysis showed that there was a significant positive correlation between "service quality", "satisfaction" and "revisit intention"; among the variables of "service quality", the correlation coefficient between "empathy" and "satisfaction" was the highest; among the variables of "satisfaction", the correlation coefficient between "personnel service" and "revisit intention" was the highest; among the variables of "service quality", the correlation coefficient between "empathy" and "revisit intention" was the highest. In this study, based on the results of the questionnaire survey, a conclusion was drawn and suggestions were put forward for reference in relevant management marketing and strategic operation.
Key Words: Yilan Green Expo; Service quality; Satisfaction; Revisit intention; Expo Marketing strategy
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