高雄淨園休閒農場遊客之旅遊探討服務品質對重遊意願之影響－以遊憩滿意度為中介變數之分析

The Impact of Tourism Service Quality for Revisiting Willingness in Jian Yuan Leisure Farm: To Recreation Satisfaction as Intermediary Variables Analyzed

林永祥(Alex Y. S. Lin) ； 顏婉華(Wan-Hua Yan) ； 何黎明(Li-Ming Ho) ； 羅伊婷(Yi-Ting Luo)

《海洋休閒管理學刊》 5期 (2015/05) Pp. 35-52

摘要

行政院農委會統計，休閒農場數量由96年102場至102年以增加至262場，表示休閒農場已成為休閒產業中的重要部分，休閒活動也日漸被國人所重視，因此發展出有特色且能滿足遊客需求，已成為休閒農場的重要課題。本研究探討不同受訪者對於休閒農場服務品質對重遊意願的影響，並根據本研究之結果，對休閒農場業者提出相關的建議。本研究以淨園休閒農遊遊客為研究對象，採便利性抽樣，問卷共計發放370份，回收後扣除無效問卷為356份，其問卷有效率為96.2%。以SPSS12.0為資料分析工具，使用信度分析、因素分析、敘述性統計、獨立樣本t檢定、單因子變異數分析、多元迴歸分析及中介效果分析。研究結果顯示：一、前往淨園休閒農場的遊客，性別以女生（59%）、年齡以21-35歲（54.8%）、教育程度以大學（專）（62.1%）、婚姻狀況以未婚（65.7%）、居住地以南部（78.1%）、資訊取得以家人朋友（71.9%）為主。二、服務品質會受到交通工具，以其他大於摩托車，和是否重遊有顯著影響；遊憩滿意度會隨著交通工具、資訊取得、是否重遊對顯著性有明顯的影響；重遊意願受教育程度，以國中以下大於大學（專）、交通工具，以其他大於摩托車、資訊取得及是否重遊有顯著性影響。三、重遊意願構面受到服務品質、遊憩滿意度構面影響，又以遊憩滿意度影響較大。四、為提高遊客的重遊意願，休閒農場業者應提升服務品質的服務關懷性，調整消費價格或提升餐點品質，使遊客對於服務品質及遊憩滿意度的感受有較高的評價進而產生重遊之意願。

關鍵字

服務品質 ； 遊憩滿意度 ； 重遊意願 ； 休閒農場

並列摘要

Council of Agriculture statistics, the number of leisure farms from 96 years to 102, is 102 to 262, indicating Leisure Farm has become an important part of the leisure industry, leisure activities are also increasingly being valued by people. So the development of a distinctive and can meet the needs of tourists, has become an important issue in leisure Farm. This study explores the impact of tourism service quality for revisiting willingness in Jian Yuan Leisure Farm, and based on the results of this study, leisure farm industry make relevant recommendations. In this study, consumer in Jian Yuan Leisure Farm as the research object, used convenience sampling, and questionnaire issued a total of 370, after deducting the invalid questionnaires recovered 356 copies of its questionnaire response rate was 96.2%. In SPSS12.0 for data analysis tool that uses reliability analysis, factor analysis, descriptive statistics, t test, ANOVA analysis, multiple regression analysis and mediation effect analysis. The results show that: 1. Jian Yuan Leisure Farm consumers with female (59%), age to 21-35 years (54.8%), level of education to university (62.1%), unmarried (65.7%), place of residence to the south (78.1%), obtaining information to family and friends (71.9%) is most. 2. The quality of service significantly effects by transport and to re-visit, recreation satisfaction had a significant impact to transport, information acquisition and re-visit. Whether to revisiting willingness had a significant impact on the distinctiveness; education, transport, information acquisition and re-visit. 3. Revisiting willingness significantly effects by service quality and recreation satisfaction. Recreation satisfaction has more effect than service quality. 4. To improve revisit willingness of tourists, Jian Yuan Leisure Farm leisure farm should improve service quality, adjusted meals price and meals quality, so that visitors to experience the quality of service and recreation have a higher satisfaction and produce re-visited willingness tour.

並列關鍵字

service quality ； recreation satisfaction ； willingness to revisit ； Leisure Farm