本研究是探討旅客涉入程度對旅客滿意度之關係，藉由中介及干擾效果來釐清各變數關係，目的是在瞭解旅客在選擇不同旅遊方式時，分別在專業度與價格敏感度對旅客滿意度是否有不同的影響。
在過去文獻中鮮有模型建構出旅客涉入程度、價格敏感度、專業度與旅客涉入對滿意度間的方向關係，也少有文獻同時討論各種不同旅遊方式分別就專業度、價格敏感度對旅客滿意度作干擾效果的影響。再者，本研究以SERVQUAL服務品質量表來做為多構面的旅客滿意度，有別於多數研究旅客滿意度的單一構面。
本研究共發放500份問卷，回收376份，回收率為75%，去除無效問卷69份，有效問卷計有307份。
本研究運用結構方程式模型分析並驗證各項假說。結果發現：旅客涉入程度分別對價格敏感度、專業度與旅客滿意度有正相關；價格敏感度及專業度對旅客涉入程度與旅客滿意度間之關係存有中介效果；在旅遊方式的干擾效果方面，僅有團體套裝旅遊方式對價格敏感度與旅客滿意度及專業度與旅客滿意度具有顯著的干擾效果，而半自助旅行及自助旅行兩者的干擾效果無法獲得支持。本研究提供相關實務意涵提供業界參考。
This study is to discuss the relationship of tourists’ involvement on tourists’ satisfaction with mediating and moderating variables. The main purpose aims to comprehend the different impacts of expertise, price sensitivity and tourists’ satisfaction in different travel modes.
In the existed literatures and theories, few construct the model of the interrelationship among tourists’ involvement, price sensitivity, expertise and tourists’ satisfaction. Yet, the various impacts of different travel modes as the moderator have been seldom worked on. Therefore, this study applies SERVQUAL (service quality scale) to show the multi-dimension of tourists’ satisfaction, which is different from the single-dimension approach in most existed researches.
Having invited passengers with travel experience fill out the questionnaire, we totally issued 500 copies, and received 376 copies. The response rate is 75%. After 69 invalid questionnaires are removed, there are 307 valid ones at the end.
In the study, we test and verify all the hypotheses by using the Structural Equation Modeling (SEM). We reach a conclusion that tourists’ involvement has a positive correlation with price sensitivity, expertise and tourists’ satisfaction. Price sensitivity and expertise are the mediators for the relation between tourists’ involvement and tourists’ satisfaction. In the three proposed three modes, only the mode of group package tour shows the obvious moderating effect, whereas the other two modes, semi-backpacking and backpacking tours, have no sufficient proof of moderation. The practical issues discussed in this study serve as an informative role for the travel industry as well.
