The Role And Influence Of Servicescape,Social Interaction,Perceived Service Quality And Satisfaction On Tourists' Revisit Intention

With the in-depth development of tourism,the museum has become an important part of the tourism resources,which offers visitors high-quality cultural tourism experience while preserving resources.Revisit Intention is a significant indicator of the stage of tourism development and sustainable management,and it has a major impact on maintaining market share,reducing marketing costs,improving word of mouth on the tourist destinations.However,few scholars pay attention to tourists'revisit intention from different aspects and they placed more emphasis on the influence of single factor on revisit intention,while ignoring the complex factors'internal mechanism in previous studies.Taking Taiwan Yingge Ceramics Museum as a case and using SPSS21.0 and AMOS21.0 statistical software in this context,this paper built and analyzed the structural equation model on influencing mechanism on tourists' revisit intention.This study selected servicescape,social interaction,perceived service quality and satisfaction as influencing factors on tourist' revisit intention,build a conceptual model of museum tourists' revisit intention so as to explore the inherent relationship and mechanism between tourist revisit intention and their driving factors.Meanwhile,the paper analyzed the measurement items of servicescape and social interaction,the effect of travel frequency on tourists revisit intention and each influencing factors'overall evaluation and difference.Thesis conclusions are as follows:(1)Social interaction with companions,perceived service quality and satisfaction have direct significant positive impact on tourists' revisit intention;Social interaction with employees and servicescape has no significant effects on tourists' revisit intention.(2)Servicescape and social interaction with the staff have an indirect effect on tourists' revisit intention.The servicescape has an indirect impact on revisit intention by the perception of quality service and satisfaction,including three paths:the service scape-perceived quality of service-revisit intention,servicescape-satisfaction-revisit intention,servicescape-perceived service quality-satisfaction-revisit intention.Social interaction with the staff has an indirect impact on tourists' revisit intention through two paths,social interaction with employees-the perceived quality of service-revisit intention,social interaction with employees-perceived service quality-satisfaction-revisit intention.(3)In the measurement model of servicescape,the spatial layout and design and route and marker system influence the service scenario most,while the museum atmosphere,science and technology interactive device and cleanliness have the minimum effect on servicescape.In the measurement model of social interaction,the love has a larger influence than service.In social interaction with peers,message has a greater influence than love.(4)Tourists' revisit intention model adapts well to the frequency of group and the model has cross-group validity.However,there is no significant difference between first time tourist and repeated tourists in the theoretical models' measurements weights heavy and structural weight,and the frequency variable has no significant influence on mediating the theory model.(5)The results of tourists' revisit intention and its influencing factors' general characteristics and differences showed that,servicesape,satisfaction,perceived service qulaity and the social interaction with peers acquire a higer evaluation(mean above 4),while revisit intention and the social interaction with stuff obtain a lower score.For the measurment of perceived service quality,the evaluation of the overall service quality of visitors gets the highest score which is above the mean value,other items are below the average.For the items of servicesape,cleanliness,atmosphere and space design obtain the highest recognition which are greater than the average,on the other hand the scientific interactive facilities,the route and marks for guiding and some items of space design and atmosphere are lower than the average.For the measurement of social interaction with stuff,the items of stuff are willing to help me,respect me and care for me get a high degree of recognition all higer than the mean,while the items of the stuff tells me travelling information,the knowledge of ceramics,helping me a lot have a lower score below the average.For social interaction with peers,tourists think highly of concerning me,respecting me,loving me get the higer score above the mean while the items of telling me ceramics knowledge,visiting information,travelling information have a lower score than the mean.(6)There is great difference on the evaluation of revisit intention,servicescape,social interaction,satisfaction,and percived service quality from different demographic factors.Female,below 18,TaoYuan and TaiBei,under junior high school,monthly income between 20000-30000 and above 70001,teachers and students have a higher evaluation on servicescape;Female,46-65 years old,TaoYuan,under junior high school and above postgraduate,teachers,monthly income between40001-70000 get a higher score on interaction with stuff.Female,18-24 years old,TaoYuan,monthly income between30001-40000,business groups obtain a greater degree on interaction with peers.Female,46-65 years old,from other places,under junior high school and above postgraduate,business groups and teachers have a higher evaluation on perceived service quality.Male,46-65 years old,TaoYuan,under junior high school,monthly income above 70001,teachers have a better evaluation of satisfaction.Female,46-65 years old,TaiBei,under junior high school and above postgraduate,monthly income between30001-40000,business groups have a higher revisit intention.