促銷價格及知名度影響休閒農場評價認知與旅遊意願之分析

The Analysis on Effects of Leisure Farm's Price Promotion and Reputation on Perceived Value and Tourism Intention

林俊昇(Jeun-Sheng Lin)

《農業經濟叢刊》 11卷1期 (2005/12) Pp. 143-175

https://doi.org/10.6196/TAER.2005.11.1.5

摘要

遊客蒐集旅遊地點之知名度及促銷活動等相關資訊作為安排旅遊活動的參考，其目的是提昇旅遊品質及降低旅遊的不確定性，透過心理認知的變化過程，進而影響其旅遊意願。因此探討休閒農場知名度高低是否影響消費者的評價認知，包括知覺品質、知覺價值及知覺風險等；且促銷價格也會透過評價認知的改變，進而影響其旅遊意願；而農場知名度高低與促銷價格是否存在交叉效果，進而對消費者的評價認知產生影響，文中建構結構方程式模型（structural equation modeling，簡稱SEM）來探討此整合關聯性的分析。結果顯示愈具高知名度農場會明顯降低遊客的風險認知，但對旅遊意願、知覺價值和知覺品質卻無影響；促銷價格對知覺品質有提昇作用，但對提高旅遊意願之直接效果並不明顯，若促銷價能配合其它節慶活動，藉由提升其知覺價值之間接效果，則對增加旅遊意願有正面效果；降低知覺風險對農場知覺價值有提昇效果，對知覺品質作用不明顯，但對遊客旅遊意願的提高有正向作用；提升知覺品質確實對於農場旅遊意願及知覺價值均有增加的效果。

關鍵字

結構方程式模型 ； 知覺風險 ； 知覺價值 ； 知覺品質

並列摘要

Tourists collect traveling in formation for making itineraty arrangement to enhance the traveling quality and decreasing uncertainties. In the process of gathering travel related in formation, such as the reputation of the traveling destination and advertisement promotions, tourists might change their psychological perception of the traveling destination and thus influencing the intent or interest for making the trip. The purpose of this study is to investigate whether the reputation (well known versus not well known), advertisement promotions, and the interaction between reputation and sales promotion of the leisure farms would influence the consumers' perception evaluation on the quality, value, and risks associated with the traveling destination. The structural equation modeling method was used to conduct the integrated analyses on the relationships between the latent variables and the manifest variables. On site questionnaire were distributed to the tourists on the leisure farms to collect the relevant in formation for the study. The estimated results using LISREL procedure show that: the fame of the leisure farms would decrease the tourists risk perception, but did not have significant effect on the interest to travel, perceived value, and the perceived quality Advertisement promotion price did increase the perceived quality, but would decrease the interest for traveling; the reduction in perceived risks would increase the perceived value on the farms, and increase the interest for traveling, but did not have significant effect on the perceived quality. The increase in the perceived quality would increase the traveling interest and the perceived value.

並列關鍵字

Structural Equation Model ； Perceived Risks ； Perceived Value ； Perceived Quality

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