屏東縣萬巒鄉沿山休閒農業區旅遊服務品質、行為意圖與滿意度

本研究目的旨在探討屏東縣萬巒鄉之沿山休閒農業區之旅遊服務品質、遊客行為意圖與滿意度。研究方法採用問卷調查法進行，並透過結構方程模式進行遊客參與沿山休閒農業區之旅遊服務品質、行為意圖與滿意度模式之驗證。本研究採立意取樣之方式，針對沿山休閒農業區之遊客進行調查正試共計發放400 份問卷，回收有效問卷382 份，有效問卷回收率95.5%。研究結果發現參與屏東縣萬巒鄉沿山休閒農業區遊客以男性、19 歲以下、40,000 ~ 59,999 元、已婚為主，且其服務品質會對滿意度、服務品質對行為意圖，以及滿意度對行為意圖均有顯著之影響。研究者依據研究結果提出共五點建議：一、加強導覽人員訓練；二、提升問題處理效率；三、增強服務人員專業知識；四、舉辦不同主題活動；五、加強園區清掃頻率。

關鍵字

結構方程模式；休閒；遊憩；觀光

並列摘要

The purpose of this study was to discuss the relationship among tourism service quality, behavior intention and satisfaction of tourists in leisure agricultural region along the mountains of Wanluan Village, Pingtung County. The study adopted the questionnaire survey as the research method, and verified the relationship among the tourism service quality, behavior intention and satisfaction of tourists in leisure agricultural region along the mountains by structural equation model (SEM), and the researcher took the form of purposive sampling to study. Focused on the tourists in leisure agricultural region along mountains, 400 questionnaires were issued formally, in which, 382 valid questionnaires were collected, and the recovery ratio of valid questionnaires was 95.5%. The research results showed that most tourists in leisure agricultural region along the mountains of Wanluan Village, Pingtung County were male, under the age of 19, income between TWD 40,000 ~ 59,999, or married. What's more, the service quality had significant influence on the satisfaction, the service quality had significant influence on the behavior intention, and the satisfaction had significant influence on the behavior intention. Based on the results, the researcher put forward a total of five suggestions: (1) Strengthening the training of guide staff; (2) Improving the efficiency of problem solving; (3) Enhancing the professional knowledge of service staff; (4) Conducting activities of various themes; (5) Strengthening the cleaning frequency of the park.