休閒農場團體套裝行程之消費體驗、滿意度與忠誠度之研究－以桃園縣觀音鄉元音休閒農場為例

Study on the Satisfaction of Tourist Experience and Package Tour in Relation to Loyalty of Leisure Farm Customners: A Case Study of Yuan-Ying Leisure Farm in Guanyin Township, Taoyuan County

李宗樺(Tsung-Hua Lee) ； 李金玲(Chin-Ling Lee) ； 賴信忠(Shin-Jong Lay)

《桃園區農業改良場研究彙報》 74期 (2013/12) Pp. 65-79

摘要

本研究旨在探討遊客對於蓮花休閒農場所推出的套裝行程之消費體驗、滿意度及忠誠度之間的關係。以桃園縣觀音鄉元音休閒農場為例，針對參加完該農場套裝行程的遊客進行問卷調查，回收有效問卷134份。本研究發現消費者對於農場環境設施重視程度大於餐飲安排及導覽解說，因此，建議業者在實務上，可著重基礎設施的建設（例如廁所、交通等設備），次為增加農場互動解說（例如立牌、語音導覽或專人解說等），最後則為餐飲安排（例如特色、口味、份量）等方面進行改善。另外，消費者也重視旅遊所帶來的體驗經驗，因此，建議業者在強化農場基礎建設同時，應該結合地方文化特色、提供遊客思考性、情緒性及知識性的旅遊體驗。

關鍵字

休閒農場 ； 套裝行程 ； 消費體驗 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The goal of this study is to investigate the relationship among tourist experience, satisfaction and loyalty for group package tour in lotus leisure farm in Taiwan. This paper represents a case study of Yuan-Ying Lotus Leisure Farm in Guanyin Township, Taoyuan County. Guayin Township is famous for its lotus cultivation which attracts a lot of tourists every year. The statistical results based on 134 valid questionnaires showed that there is an apparent connection among tourist consumption experience, satisfaction, and loyalty. We can also predict tourists' loyalty by tourist experience and satisfaction. In this case, the most important predictors were the facility of the farm and the aesthetic experience coming from lotus-fish mixed culture. The result can be valuable for leisure farm owners to promote their farm and future development.

並列關鍵字

leisure farm ； package tour ； tourist experience