| 摘要: | The purpose of this study is to discover the factors of Taiwan citizens’ participations in sport tourism in terms of the service quality, and build the service quality indicators of sport tourism. This research method is based on the model of service quality of PZB. “The Questionnaire of Service Quality in Sport Tourism Industry” will be conducted. 1738 citizens in Taiwan who are aged 16 or above and also have experienced sport tourism activities will be interviewed. The samples were divided into three sets by random procedure. The first sample set was used to generate the factors through exploratory factor analysis. Then a series of competing models was established and evaluated by the second sample set using confirmatory factor analysis procedure and have good reliability, and to construct the reliability and validity of service quality indicators. The cross-validation was tested by the third sample set for the model. The model’s stability and predictive power were confirmed. The data to be analyzed by SSPS14.0 and AMOS 17.0. The results of this research are as follows: (1) Exploratory factor analysis shows that the sport tourism quality index includes five factors: reliability, assurance, empathy, visibility, and responsiveness. Of these, reliability has the greatest influence, followed by assurance, empathy, visibility, and finally responsiveness. These five factors can explain 75.34% of the total variance and have good internal consistency; (2) Confirmatory factor analysis shows that on the sports tourism quality index, the latent reliability, assurance, empathy, visibility, and responsiveness dimensions all have convergent validity and discriminant validity; (3) Cross-validation analysis shows that the volume of the two sample groups are the same. The service quality index constructed in this research has cross-sample and cross-situational validity. To conclude, the factor structure of the scale is good, showing construct validity and passing the reliability test. In addition, the data gathered fits with the theoretical framework proposed by this study and the stability of the model has passed both loose and tight statistical tests. This shows that the five dimensions of the PZB service quality model can be used in the construction of the sport tourism service quality index. However, it is necessary to take into consideration different types of sport tourism, the different characteristics of service organizations, and consumer segments, making appropriate revisions to the index based on actual use. |
