旅游感知质量、汉语服务满意度与中国籍汉语专业学生旅客行为意图之关系——以泰国大城府为例
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摘要
研究目的：大城府作为泰国重要的文化与历史旅游目的地，长期以来深受中国游客的青睐。然而，回顾现有文献可发现，泰国学术界针对旅游景点中汉语服务水平、游客感知质量、服务满意度及中国旅客行为意图之间关系的系统性实证研究仍相对不足，尤其缺乏以具体旅游目的地为研究情境的分析。本研究以泰国大城府为研究情境，聚焦曾到访当地之中国籍游客，探讨旅游景点感知质量对汉语服务满意度及旅客行为意图之影响关系，并进一步检验汉语服务满意度在感知质量与旅客行为意图之间所扮演的中介作用，以补足泰国旅游汉语服务相关实证研究之不足。
研究设计/方法/途径：本研究采用立意抽样法进行在线问卷调查，研究对象为 198 名曾到访泰国大城府之中国籍游客，主要包括中国籍汉语相关专业学生及国际中文学院学生。数据分析方面，采用 SPSS 26.0 进行描述性统计与 95% 信赖区间（95% CI）分析，并运用 Mplus 软件进行验证性因子分析，以检验研究构念之信效度与模型适配度。
研究结果：研究结果显示，感知质量对游客旅客行为意图具有显着正向影响，且对汉语服务满意度亦产生显着正向作用。同时，汉语服务满意度对游客旅客行为意图具有显着正向影响。中介效应部分，汉语服务满意度在感知质量与旅客行为意图之间存在部分中介作用，显示感知质量可透过提升游客对汉语服务的满意程度，进一步强化其旅客行为意图。
创新性与价值：本研究以泰国大城府为研究情境，验证感知质量透过汉语服务满意度影响中国游客旅客行为意图之作用机制，补足非英语旅游目的地中汉语服务在游客行为研究上的理论与实证缺口，并为泰国旅游实务提供具体管理启示。
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Chinese Journal of Social Science and Management Editorial Division
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Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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