91 3 47-70 (89 8 14 90 1 8 90 2 6 ) 15,000 ( ) 85 54 65 10 48 42 (90 ) 40 ( 91 ) (temp
48 91 3 (cognitive resources) (Engel, Blackwell and Miniard, 1995) 600 ( 88 183) (Fishbein, 1963) Martilla and James (1977) (Importance-Performance Analysis, IPA) 1. 2. 3.
4 9 1. 2. (1992) (1983) ( ) (1990) (1) (2) (3) (4) (5) (6)
50 91 3 / 1992) ( ( ) ) ( ( ) 1992 113 Mayo (1975) Woodside and Carr (1988) (unaided awareness)
51 Crampton (1966) ( ) Woodside and Lysonski (1989) (consideration set) (inert set) (unavailable and (inept set) awareness set) Arch G. Woodside and Steven Lysonski (1989), "General Model of Traveler Destination Choice," Journal of Travel Research, Vol.27, Spring, pp.9.
52 91 3 Thomas (1964) McIntosh (1977) (1) (5) (8) (10) (11) (6) (9) (12) (2) (7) (13) (3) (4) (14) (15) (16) (17) (18) John A. Thomas (1964), What Makes People Travel, ASTA Travel News, August, pp.64-65. Goodrich (1978) (salient) = Hawes (1977) Abbey (1979) Wells (1972) (1991)
5 3 ( ) ( ) SERVQUAL (Parasuraman, Berry and Zeithaml, 1985; 1988; 1991) Parasuraman et al. (1985) 10 1988 RATER (reliability) (assurance) (tangible) (empathy) (responsiveness) 1991 SERVQUAL 22 (Buttle, 1996) 1. (Cronin and Taylor, 1994) 2. SERVQUAL (functional) (process) (outcome) (Gronroos, (technical) 1982; Richard and Allaway, 1993) 3. (forcasted) (ideal) (deserved) (equitable) (Teas, 1993) SERVQUAL Martilla and James (1977) IPA ( Chapman, 1993; Ford, Joseph and Joseph, 1988) IPA
54 91 3 Keyt, Yavas and Riecken (1994) IPA (salience ) (determinance) / ( ) ( / ) ( / ) ( /) 16 IPA Martilla and James (1977) IPA Fishbein (1963) Goodrich (1978) Martilla and James (1977) IPA (Kotler, 2000)
55 2 4 Likert 5 (1= 5= ) (1= 5= ) 1. 2. 10 ( )
56 91 3 Mitchell (1995) (Kotler, 2000; Mitchman, 1991) ( ) ( ) ) ) ( (sun-sign) (Mitchell, 1995) (McIntosh, 1977; 1991) H1 H2 H3 H4 1990) ( ( ) (Mitchell, 1995)
5 7 (Hawes, 1977; Abbey, 1979; 1990 1991) H5 H6 H7 ( )
58 91 3 40 200 10 10 2 80 200 99 101 ( 60%) 95 105 30 27 32 21 ( 56.08 P 0.001) ( ) 71.56 P ( 0.001) 74.5% 25.5% ( 0.084 P 0.772) ( 0.768 P 0.857) (27.5%) (22.0%) ( 5.97) ( 6.08) ( 7.58) Cronbach 0.64 6.54 ( 1.51) 3 4 ( ) 7 ( ) 8 ( 2.67 P 0.263)
5 9 (72.2%) 1 ( 2.074 P 0.355) ( 13.458 P 0.004) 1000 46% 1001-2000 33% 1001-2000 38% 1000 27% 1000 36.7% 1001-2000 35.7% 80%) 36%) ( ( 39%) ( 44.612 P 0.001) Likert 5 ( 4) MANOVA 0.84 λ 0.521) (Wilks Cronbach 0.7
60 91 3 3.97 0.71 4.12 0.75 0.65 3.82 0.90 3.68 0.84 3.60 0.95 0.73 3.75 0.93 3.49 0.81 3.47 0.91 0.84 3.53 0.88 3.91 0.70 4.08 0.85 3.48 0.98 0.72* 4.18 0.79 4.18 0.83 3.79 1.00 4.54 0.75 0.75* 4.11 0.86 4.29 0.73 4.09 0.81 4.10 0.88 0.53 4.09 0.83 3.70 0.78 4.24 0.82 0.57 3.16 1.12 Cronbach *
6 1 MANOVA (P 0.044) ANOVA H1 H2 H3 H4 (1991) MANOVA 0.13 (0.717) 1.17 (0.323) 2.68 (0.048)* 2.56 (0.112) 0.44 (0.509) 0.63 (0.708) 0.78 (0.507) 2.67 (0.104) 0.02 (0.875) 1.06 (0.391) 0.25 (0.863) 0.01 (0.939) 1.77 (0.186) 1.53 (0.169) 0.43 (0.730) 0.21 (0.650) 0.11 (0.746) 1.34 (0.241) 1.41 (0.240) 0.68 (0.411) 2.51 (0.115) 1.67 (0.130) 1.80 (0.148) 0.04 (0.842) 2.09 (0.150) 0.96 (0.451) 1.70 (0.169) 0.81 (0.368) Wilks λ 0.89 (0.517) 1.42 (0.044)* 1.36 (0.134) 0.70 (0.673) 1. F ) ( P ( ) 2.*P 0.05 MANOVA (λ 2.64 P 0.000) (λ 1.45 P 0.088) ANOVA
62 91 3 (F 4.13 P 0.007) (F 7.66 P 0.000) (F 3.54 P 0.016) (F 2.40 P 0.069) Scheffe (multiple comparison) (4.30 vs.3.73) (3.72 vs.4.25 4.21 4.48) H5 H6 H7 Hawes (1977) Abbey (1979) MANOVA 0.54 (0.583) 0.02 (0.979) 0.10 (0.908) 1.02 (0.362) 2.49 (0.086)+ 0.92 (0.399) 0.63 (0.534) 0.66 Wilks λ (0.817) 1.09 (0.353) 0.54 (0.657) 1.48 (0.222) 0.25 (0.858) 2.12 (0.099)+ 0.36 (0.780) 2.02 (0.113) 1.39 (0.119) 1.31 (0.272) 0.43 (0.654) 1.87 (0.157) 2.83 (0.062)+ 1.16 (0.316) 0.88 (0.417) 1.36 (0.259) 1.38 (0.162) 1.35 (0.260) 3.54 (0.016)* 1.38 (0.250) 1.45 (0.229) 2.40 (0.069)+ 0.88 (0.454) 0.32 (0.809) 1.45 (0.088)+ 1. F ( ) ( ) P 2.+P 0.1 *P 0.05 **P 0.01 1.34 (0.264) 2.05 (0.109) 0.32 (0.813) 4.13 (0.007)** 7.66 (0.000)** 1.33 (0.265) 1.20 (0.312) 2.64 (0.000)** Wi i = =
6 3 Ei i P 5 3 3.5 3.60 3.61 3.91 3.73 3.21 3.79 4.04 4.30 3.58 3.36 3.41 3.18 3.53 3.88 3.05 3.61 3.46 3.43 3.19 4.16 3.55 3.51 3.46 3.14 4.01 3.66 3.40 3.39 3.25 4.31 3.37 3.91 3.42 2.99 3.49 3.38 3.94 3.46 2.96 3.56 3.36 3.88 3.38 3.03 3.41 3.48 3.54 3.24 3.51 3.43 3.58 3.55 3.39 3.55 3.41 3.29 3.54 3.11 3.45 3.44 3.57 3.53 3.23 3.54 3.43 3.16 2.60 3.43 4.03 3.98 2.71 2.24 3.09 4.34 4.16 2.91 2.53 3.53 4.03 4.00 3.36 2.55 3.31 3.88 3.80 3.65 3.09 3.79 3.88 3.95 3.59 3.32 3.31 2.54 2.79 3.69 3.35 3.43 2.49 2.79 3.49 3.29 3.20 2.60 2.79 2.98 2.76 3.07 3.33 2.87 3.10 3.06 3.41 3.50 3.31 2.86 2.45 2.73 3.15 2.43 3.43 3.31 3.43 3.36 3.42
64 91 3 IPA (3.90) (3.37) 17 5.0 4.5 4.0 3.5 3.0 +E2 +G1 E3 D3+E4 + ++ + +A1 F2+D1 F1 3.90 +E1 +A2 +B2 D2 +B1 ++ +C1 C2 +G2 3.37 2.0 2.5 3.0 3.5 4.0 A1=, A2=, B1=, B2=, C1=, C2=, D1=, D2=,D3=, E1=, E2=, E3=, E4=, F1=, F2=, G1=, G2=
6 5 (A1) (D1) (D3) ( ) (E4) (F1) (F2) (E2) (E3) (G1 ) (C2) (D2) (E1) (G2 (A2) (B1) (B2) (C1)
66 91 3 McIntosh (1977) ( ) / (1991) (Abbey, 1979; Hawes, 1977; Woodside and Lysonski, 1989; 1991) Mitchell (1995) (IPA)
6 7 32 9 1983 9 2-9 1990 1991 1999 1992 Edward J.Mayo and Lnce P. Jarvis 1990 Abbey, J. R., "Does Life-Style Profiling Work? ", Journal of Travel Research, Vol.18, 1979, pp.8-14. Buttle, Francis, "SERVQUAL: Review, Critique, Research Agenda", European Journal of Marketing, Vol.30, No.1, 1996, pp.8-32. Chapman, R. G., "Brand Performance Comparatives", Journal of Product and Brand Management, Vol.2, No.1, 1993, pp.42-50. Crampton, L. J., "A New Technique to Analyze Tourist Markets", Journal of Marketing, Vol.30, January 1966, pp.27-31.
68 91 3 Cronin, J. J. and S. A. Taylor, "SERVPERF versus SERVQUAL: Reconciling Performance-based and Perceptions-minus Expectations Measurement of Service Quality", Journal of Marketing, Vol.58, January 1994, pp.125-131. Engel, James E., Roger D. Blackwell and Paul W. Miniard, "Consumer Behavior", 8th ed., TX: Dryden Press, 1995. Fishbein, Martin, "An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object", Human Relation, Vol.16, August 1963, pp.233-240. Ford, John B., Mathew Joseph and Beatriz Joseph, "Importance-Performance Analysis as A Strategic Tool for Service Marketers: the Case of Service Quality Perceptions of Business Students in New Zealand and the USA", Journal of Service Marketing, Vol.13, No.2, 1999, pp.171-186. Goodrich, J. V., "Preference of Vacation Destinations: Application of a Choice Model", Journal of Travel Research, Vol.17, Fall, 1978, pp.8-13. Gronroos, C., "Strategic Management and Marketing in the Service Sector", Swedish School of Economics and Business Administration, Helsinki, 1982. Hawes, D. K., "Psychographics are Meaningful...Not Merely Interesting", Journal of Travel Research, Vol.15, 1977, pp.1-7. Keyt, John C., Ugur Yavas and Glen Riecken, "Importance-Performance Analysis: A Case Study in Restaurant Positioning", International Journal of Retail and Distribution Management, Vol.22, No.5, 1994, pp.35-40. Kotler, Philip, "Marketing Management: Analysis, Planning, Implementation, and Control", 10th ed., Prentice-Hall, Inc., 2000. Martilla, J. A. and J. C. James, "Importance-Performance Analysis", Journal of Marketing, January 1977, pp.77-79. Mayo,E. J., "The Attractiveness of the Far-Off Destinations: A Study of Subjective Distance", a paper presented at the Sixth Annual Conference of the Travel Research Association, San Diego, September, 1975. McIntosh, R. W., "Tourism: Principles, Practices, Philosophies", 2nd ed. Columbus Ohio: Grid Inc., 1977. Mitchell, V-W., "Using Astrology in Market Segmentation", Management Decision, Vol.33, No.1, 1995, pp.48-57. Mitchman, R., "Lifestyle Market Segmentation", Praeger, New York, NY., 1991 Parasuraman, A., V. Zeithamal and L. L. Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, Vol.49, Autumn, 1985, pp.41-50. Parasuraman, A., V. Zeithamal and L. L. Berry, "SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, Vol.64, Spring, 1988, pp.12-40. Parasuraman, A., V. Zeithamal and L. L. Berry, "Refinement and Reassessment of the SERVQUAL Scale", Journal of Retailing, Vol.67, No.4, 1991, pp.420-450.
6 9 Richard, M. D., and A. W. Allaway, "Service Quality and Choice Behavior", Journal of Service Marketing, Vol.7, No.1, 1993, pp.59-68. Teas, K. R., Consumer Expectations and the Measurement of Perceived Service Quality, Journal of Professional Services Marketing, Vol.8, No.2, 1993, pp.33-53. Thomas, John A., "What Makes People Travel", ASTA Travel News, August 1964, pp.64-65. Wells, W. D., "Life-Styles in Selecting Media for Travel Advertising", The Values of Travel Research, Proceedings of Third Annual Conference, Salt Lake City: Travel Research Associaton, 1972, pp.63-74. Woodside, A. G. and J. A. Carr, "Consumer Decision-Making and Competitive Marketing Strategies: Application for Tourism Planing", Journal of Travel Research, Vol.26, No.3, 1988, pp.2-7. Woodside, Arch G. and Steven Lysonski, "A General Model of Traveler Destination Choice", Journal of Travel Research, Vol.27, Spring, 1989, pp.8-14. The Study of Consumers Behavior for Recreation Site: the Implications of Importance-Performance Analysis ABSTRACT PAUL C. S. WU Department of Business Administration, Aletheia University This paper examines consumers perceived importance of recreation site consumption attributes and the influence of consumers characteristics on this perceived importance. Result shows that the most important attributes which consumers emphasize are facility and economy, and life style significantly influence consumers perceived importance of recreation site attributes. Bye use of multi-attribute evulation model and importance-performance analysis (IPA) technique, besides, we also investigate the overall performance and service quality of specific recreation site. This case analysis comes up with the guideline of resources allocation for recreation site marketers. Keywords: recreation site, consumers characteristics, life style, astrology, service quality, importance-performance analysis
70 91 3