||Exploring the use of bike sharing system on tourism experience
||Department of Transportation & Communication Management Science
bike sharing system
In the process of tourism decision making, the transport mode is a key issue for tourists. In the past, most of tourists took public transportation or self-driving to scenery site. However, some localized unique scenic spots were ignored by tourists, since it is difficult for them to shuttle in the city. In recent years, bike sharing system has been broadly set up in world-wide cities, which would enhance tourists’ opportunities in depth tourism experience at destinations, and changes the experience that cannot be achieved before.
Most of previous studies concerned the bike sharing system in the aspect of commuter trips, but this study focuses on the tourism trips. The purpose of this study is to explore the effect of the use of bike sharing system in the tourist destinations on tourism experience. Based upon the attribution theory, this study investigates the relationships among perceived value of bike use (instrumental factor and affective factor), tourism experience (hedonics and perceived uniqueness), satisfaction, and loyalty. A total of 302 valid questionnaires are obtained in February, 2018, which using structural equation modeling (SEM) technique. The results show that both instrumental and affective value of bike use have positive effects on tourism experience. Perceived uniqueness shows positive effect on satisfaction and loyalty as well, while hedonics is not significant related to loyalty, but tourists can be satisfied with the tourism destinations, which enhance the loyalty. From a practical perspective, this study provides important suggestion for tourism industry and the managers of bike sharing system in future research direction.
Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 2
1.3 Research objectives 5
1.4 Research procedures 6
Chapter 2 Literature review 8
2.1 Bike sharing 8
2.2 Tourism experience 14
2.2.1 Hedonics 19
2.2.2 Perceived uniqueness 20
2.3 Attribution theory 21
2.4 Motivations of using bike sharing 23
2.5 Perceived value of bike use 24
2.5.1 Instrumental value 25
2.5.2 Affective value 25
2.6 Satisfaction 26
2.7 Loyalty 27
Chapter 3 Research methodology 28
3.1 Research framework 28
3.2 Research hypothesis 29
3.3 The questionnaire design and measures 33
3.4 Research site 37
3.5 Data collection and sampling 39
3.6 Analytical methods 40
3.6.1 Descriptive statistics analysis 40
3.6.2 Exploratory factor analysis (EFA) 40
3.6.3 Reliability analysis 41
3.6.4 Confirmatory factor analysis (CFA) 41
3.6.5 Structural equation modeling (SEM) 42
3.6.6 Cluster analysis 43
3.6.7 Multiple-group SEM analysis 43
Chapter 4 Analysis and Results 44
4.1 Descriptive statistics 44
4.1.1 Sample profile 44
4.1.2 Descriptive analysis of measurement items 46
4.2 Unidimensionality of hedonics 48
4.3 Reliability analysis 49
4.4 Measurement model analysis 51
4.5 Structural model analysis 54
4.6 Cluster analysis and multiple-group SEM analysis 57
Chapter 5 Conclusions and Suggestions 65
5.1 Discussions and conclusions 65
5.2 Practical implications 69
5.3 Limitations and suggestions for future research 70
Appendix A Chinese Questionnaire 80
Appendix B English Questionnaire 84
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