臺一生態休閒農場的服務品質與遊客的遊憩動機、遊憩滿意度及重遊意願之研究

A Study of Tai Yi Ecological Leisure Farm's Service Quality, and Tourists' Travel Motivation, Satisfaction, and Revisiting Willingness

王月鶯(Yue-Ying Wang) ； 王俊明(Junn-Ming Wang)

《休閒觀光與運動健康學報》 4卷3期 (2014/06) Pp. 61-82

摘要

本研究主要目的是：一、比較不同性別、年齡、教育程度的遊客在臺一生態休閒農場的服務品質及其遊憩動機、遊憩滿意度及重遊意願的差異。二、探討臺一生態休閒農場的服務品質及遊客的遊憩動機、遊憩滿意度對其重遊意願的預測。三、透過實地觀察及蒐集相關資料對臺一生態休閒農場進行SWOT分析。本研究針對到臺一生態休閒農場的遊客做為本研究的受試者，所有的受試者都接受服務品質量表、遊憩動機量表、遊憩滿意度量表、重遊意願量表的施測，共獲得330份有效問卷。所得資料分別以t考驗、單因子變異數分析及多元逐步迴歸分析進行各項統計考驗。本研究結果為：一、不同年齡的遊客只有在遊憩動機中的「休閒調劑」有差異存在。二、不同教育程度的遊客在遊「休閒調劑」、「遊憩服務」及「重遊意願」三項有差異存在。三、遊客對臺一生態休閒農場的重遊意願可由服務保證性、服務可靠性、景觀環境、解說服務、景點特質、休閒調劑及充實新知等七項做有效的預測，其聯合預測力為65％。四、經由與業者的訪談，及研究小組到實地觀察，本研究對臺一生態休閒農場進行SWOT分析。本研究結論為：提高景點的服務品質，不但會提升遊客遊憩的滿意度，更可加強遊客的重遊意願。

關鍵字

性別、年齡、教育程度、SWOT分析

並列摘要

The purposes of this study were: 1. to compare the differences of Tai Yi Ecological Leisure Farm's service quality, and tourists' travel motivation, satisfaction, and revisiting willingness, 2. to explore Tai Yi Ecological Leisure Farm's service quality, and tourists' travel motivation, satisfaction to predict the revisiting willingness, and 3. to administer SWOT analysis of Tai Yi Ecological Leisure Farm via onsite observation and collected the related material. There were 330 tourists to Tai Yi Ecological Leisure Farm drawn as the subjects. All the subjects were administered Service Quality Inventory, Travel Motivation Inventory, Travel Satisfaction Inventory, and Revisiting Willingness Inventory. The collected data were analyzed by t-test, one-way ANOVA, and multiple stepwise regression analysis. The results were as follows: 1. There was difference of leisure adjustment, between the tourists with different age. 2. There were differences of leisure adjustment, travel service, and revisiting willingness among the tourists with different educational degree. 3. The service quality of Tai Yi Ecological Leisure Farm and service assurance, service reliability, landscape environment, explanation service, scenic spot trait, leisure adjustment, and substantial new knowledge could validly predict 65% of the variance of revisiting willingness. 4. The SWOT analysis of Tai Yi Ecological Leisure Farm could be analyzed via the interview of manager and onsite observation by the research team. The conclusion was to raise service quality of scenic spot, it will promote tourists' travel satisfaction and strengthen the tourists' revisiting willingness.

並列關鍵字

sex ； age ； educational degree ； SWOT analysis