ABSTRACT

In recent years, the demand for the winter tourism market has increased, and competition among winter tourism destinations has intensified. The competitive advantage of destinations depends on the products. Although it is assumed that there is a linear relationship between product attributes and satisfaction, some studies show that this relationship may not be linear. This research aims to classify destination attributes according to the three-factor theory of customer satisfaction by examining linear and nonlinear effects of winter tourism destination attributes on overall customer satisfaction (OCS). The survey technique was used to collect data, and 551 questionnaires were collected from tourists. The linear relationship between destination attributes and OCS was examined by multivariate regression analysis, and the nonlinear relationship was analyzed by penalty-reward-contrast analysis. According to the linear assumption, tourism elements play a determinant role in OCS, whereas the nonlinear assumption suggests that protection–information and ski support elements are basic factors; tourism elements and skiing elements are performance factors; and price is classified as an excitement factor. The study shows that improving the attributes of products listed as basic factors prevents customer dissatisfaction and increasing the performance of the attributes classified within the excitement factor will positively affect the OCS.

摘要

近年来，冬季旅游市场需求增加，冬季旅游目的地竞争加剧。目的地的竞争优势取决于产品。虽然假设产品属性和满意度之间存在线性关系，但一些研究表明这种关系可能不是线性的。本研究旨在通过检查冬季旅游目的地属性对整体客户满意度 (OCS) 的线性和非线性影响，根据客户满意度三因素理论对目的地属性进行分类。采用调查技术收集数据，共收集游客问卷551份。通过多元回归分析检验目的地属性与 OCS 之间的线性关系，并通过惩罚-奖励-对比分析来分析非线性关系。根据线性假设，旅游要素在 OCS 中起决定作用，而非线性假设表明保护信息和滑雪支持要素是基本因素；旅游元素和滑雪元素是性能因素；价格被归类为兴奋因素。研究表明，改善列为基本因素的产品属性可以防止客户不满意，而提高兴奋因素中归类的属性的性能将对 OCS 产生积极影响。而非线性假设表明保护信息和滑雪支持要素是基本因素；旅游元素和滑雪元素是性能因素；价格被归类为兴奋因素。研究表明，改善列为基本因素的产品属性可以防止客户不满意，而提高兴奋因素中归类的属性的性能将对 OCS 产生积极影响。而非线性假设表明保护信息和滑雪支持要素是基本因素；旅游元素和滑雪元素是性能因素；价格被归类为兴奋因素。研究表明，改善列为基本因素的产品属性可以防止客户不满意，而提高兴奋因素中归类的属性的性能将对 OCS 产生积极影响。