農業旅遊遊客對服務提供者的關係連結與其對忠誠度的影響

本研究目的為瞭解農業旅遊遊客的忠誠度類型，以及檢視遊客與服務提供者之關係連結可否用來明顯區分不同遊客忠誠度類型。經現地自填式問卷資料進行分析，結果顯示台中縣新社鄉的農業旅遊遊客可區分真實型忠誠、眷戀型忠誠度與便利型忠誠三種類型，且三類遊客在構成與服務提供者間形成關係連結的關係利益、關係傾向具有顯著差異。上述結果說明遊客忠誠度類型應視為一概念性的理論架構，即遊客的忠誠度會因旅遊類型不同而呈現不同的型態，同時關係連結能有效區隔不同類型忠誠度遊客，研究建議農業旅遊服務提供者可採用關係連結概念，作為建立遊客忠誠度計劃時考慮的重要影響因素。

關鍵字

遊客忠誠度；關係連結；關係利益；關係傾向

並列摘要

The purposes of this study are both to examine whether or not the distinct types of loyal tourist exist and to explore loyal tourists have significantly different relationship bond. In this study the technique of on-site questionnaire survey is administered to collect samples. The results indicate that three types of loyal tourists including actual loyal tourists, attached loyal tourists, and convenient loyal tourists are identified and tourists' relationship bonds vary across three types of loyal tourists. The findings imply that four dimensions of loyalty should be seen as a theoretical framework. Namely, tourists display various types of loyalty depending on what tourism product they purchase. Furthermore, relationship bond can be seen as an important factor influencing tourist loyalty. This study suggests service providers should emphasize the concept of relationship bond when conducting tourists' loyalty programs.