茶園觀光客之旅遊體驗品質、旅遊體驗價值、滿意度與忠誠度之研究

Tea Farm Visitors' Travel Experience Quality, Travel Experience Value, Travel Satisfaction and Travel Loyalty

陳宏斌(Hung-Pin Chen) ； 胡俊傑(Chun-Chieh Hu) ； 林世能(Shih-Neng Lin)

《管理實務與理論研究》 1卷4期 (2007/12) Pp. 107-123

https://doi.org/10.29916/JMPP.200712.0006

摘要

本研究以阿里山國家風景區觀光茶園爲例，目的在研究茶園觀光客之旅遊體驗品質、體驗價值、滿意度、忠誠度與其間之關係。本研究假設爲：一、茶園觀光客旅遊體驗品質會影響其旅遊體驗價值，二、茶園觀光客旅遊體驗價值會影響其滿意度，三、茶園觀光客滿意度會影響其忠誠度，及四、茶園觀光客旅遊體驗品質會影響其忠誠度。本研究採便利抽樣方式，於阿里山公路石棹附近之茶園發放問卷，本研究最後共得有效問卷448份。本研究發現：茶園觀光客旅遊體驗品質會影響其旅遊體驗價值；茶園觀光客旅遊體驗價值會影響其滿意度；茶園觀光客滿意度會影響其忠誠度；及茶園觀光客旅遊體驗品質會影響其忠誠度。本研究依以上研究結果作建議，希望能作爲政府有關單位及業者規劃與管理茶園觀光的參考。

關鍵字

茶園觀光 ； 體驗品質 ； 體驗價值 ； 滿意度 ； 忠誠度

並列摘要

Using Alishan National Scenic Area as a case study, the research is to explore the relationship between tea farm visitors' travel experience quality, travel experience value, travel satisfaction and travel loyalty. The hypotheses of this study are: (1) tea farm visitors’ travel experience quality will positively impact their travel experience value, (2) tea farm visitors' travel experience value will positively impact their travel satisfaction, (3) tea farm visitors' travel satisfaction will positively impact their travel loyalty, and (4) tea farm visitors' travel experience quality will positively impact their travel loyalty. By convenience sampling, 448 valid questionnaires were collected at the tea farm of Shih-Cho around the Alishan Express Way. This research found that tea farm visitors' travel experience quality positively impacted their travel experience value; tea farm visitors' travel experience value positively impacted their travel satisfaction; tea farm visitors' travel satisfaction positively impacted their travel loyalty; and, tea farm visitors' travel experience quality positively impacted their travel loyalty. Based on the above findings, this study made suggestions to the tea farmers and related government agencies as their planning and management references.

並列關鍵字

tea farm tourism ； experience quality ； experience value ； satisfaction ； loyalty

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