休閒農業區品牌認知、服務品質與重遊意願之研究

Relationship Between the Brand Cognition, Service Quality and Revisit Intension at Leisure Agricultural Area

施君翰(Chun-Han Shih) ； 呂友銘(You-Ming Lu) ； 朱達仁(Ta-Jen Chu) ； 李英周(Ying-Chou Lee) ； 陳羿文(Yi-Wen Chen) ； 陳柏成(Po-Chen Chen)

《休憩管理研究》 1卷2期 (2014/09) Pp. 25-49

摘要

隨著休閒農漁業旅遊市場需求的上升，台南七股區溪南休閒農業區業者在面對多變的環境中，必須思考如何掌握產業的動態性、不確定性、複雜性，才有辦法建立持久性的經營管理策略。本研究旨在探討台南市溪南休閒農業區漁業及觀光資源之特色與休閒漁業之發展經營現況，同時探討遊客之旅遊動機、體驗品質與重遊意願等要素及其間之關係，作為建構休閒漁業遊客之行為模式。採用立意抽樣調查，於2012年7月~2013年12月間蒐集398份有效問卷，並以服務品質量表進行分析。研究結果顯示：一、旅遊動機對於體驗品質有正向的影響效果；二、體驗品質對重遊意願有正向的影響效果；三、休閒農業區可吸引到年輕的遊客族群；四、定期透過服務品質評估，有機會提升休閒農漁業區的遊憩體驗活動品質改善的有效性。

關鍵字

服務品質 ； 休閒農業區 ； 品牌認知

並列摘要

With the improving leisure agriculture and fishery prospect, Sinan leisure agricultural area (SlAA) business owners need to conceive a strategy to overcome the mobility, uncertainties and complexities. This study investigates the features of Sinan leisure agricultural area fishery and tourist resources as well as the status of development and management of its recreational fishing and the problems they face. This study focused on Sinan leisure agricultural area tourist participants, and try to explore the elements of relationships among travelers' travel motivations, quality of experience and intention to revisit, as well as to develop and build a model for tourist behaviors at recreational fisheries. Through the purposive sampling, there were 398 valid questionnaires collected and service quality scale was performed during Jul-2012 to Dec-2013. The results showed that the travelers' travel motivations and quality of experience had a positive significant relationship; travelers' quality of experience and intention to revisit also had a positive significant relationship. The leisure agricultural areas can attract young tourists groups. The project management methodology is applicable for recreation experience activities project case. Furthermore, the effectiveness and quality of experience activities of agricultural/fishery leisure area would be enhanced through application of this methodology.

並列關鍵字

Service quality ； leisure agriculture area ； Brand cognition

參考文獻

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