-

::: - 409

(McCain & Ray, 2003; Zeppel & Hall, 1991)(Fyall & Garrod, 1998)(Chhabra, Healy & Sills, 2003)(Prentice, Guerin, & McGugan,1998)(Richards, 2002; Waitt, 2000)(Baker & Crompton, 2000; Cole & Illum, 2006(Royo-Vela, 2008; 19952009)(Alexandros & Jaffry, 2005; Schouten, 1995)Decrop(2000)Sirakaya and Woodside(2005)/(Fakeye & Crompton, 1991; Fluker & Turner,2000; Oppermann, 1997)(Oppermann, 1997)(Li, Cheng, Kim & Petrick, 2008; )Fakeye and Crompton(1991)Gitelson and Crompton(1984)

-(heritage)(inheritance)(Nuryanti, 1996)(Toyota, 2006)Garrod and Fyall(2001)Hollinshead(1988) Cros(2001)Fyall and Garrod(1998)-(Cros, 2001; Hollinshead, 1988; Silberberg, 1995)(Ramshaw &Gammon, 2005)/-Fishbein and Ajzen(1975) Baker and Crompton(2000)(Baker & Crompton, 2000; Bign et al., 2001; abkar et al., 2009)(Zeithaml, 1988)abkar (2009)Parasuraman, Zeithaml andBerry(1988)SERVQUAL (Armstrong, Mok, Go, & Chan, 1997; Huiet al., 2007abkar (2009)SERVQUAL (reliability)(tangibility)(responsiveness)(assurance)(empathy)CooperFletcher, Gilbert and Wanhill(1993)4S (attractions)(access)(amenities)(ancillary)Buhalis(2000)6S (attractions)(accessibility) (amenities) (available package)(activities)(ancillary)Baker and Crompton(2000)Bign (2001)H1(Crompton, 1979; Gartner, 1986)Echtner and Ritchie(1993)Balogluand McCleary(1999)(object)(affective image)(Echtner & Ritchie, 1993; Chen & Kerstetter, 1999)Bign (2001)Court and Lupton(1997)H2Lee, Lee and Lee(2005)Bign (2001)Chen and Tsai(2007)H3(Oppermann, 2000)(Fluker & Turner, 2000; Oppermann, 1997)Gunn(1972)(organic image)(induced image)Fakeye and Crompton(1991)Gitelson and Crompton(1984)(Lee et al., 2005)H4-/

97 9 5 97 9 19 450 ()40990.89

(Statistical package for the social science, SPSS)LISREL 8.72 Anderson and Gerbing(1988)(measurement model)(structure model)409 201 55.2021-40(59.20)(75.62%)/(68.16)(40.80)(32.34)1 (39.80)3 (34.83)208 53.8521-40 (59.61)(72.60%)/(60.58)(38.46)3 (39.42)

(H1)(H2)(H3)(H4)

(Baloglu & McCleary, 1999) (Gartner,1986)