休閒農場解說活動對行為意向之影響：以關係品質為中介機制

The Effect of Leisure Farm Interpretation Program on Behavior Intention: The Mediate Mechanism of Relationship Quality

韋磊(Lei Wei)

《生物與休閒事業研究》 6卷1期 (2008/06) Pp. 1-17

https://doi.org/10.30133/BLIR.200806.0001

摘要

顧客關係品質對於旅遊產業來說是非常重要的，而顧客關係品質的維繫是利用種種互動的管道及機會與遊客接觸，目的就是滿足遊客的需求，在互動中建立起良好的關係，讓遊客產生滿意與信賴，進而影響到遊客的行為意向。雖然休閒農場的解說活動是農場內重要且特殊的顧客接觸介面，但是過去解說活動的研究鮮少從遊客關係品質的角度探討。本研究將嘗試以結構方程模式建構休閒農場解說活動之關係品質模式，進而探討休閒農場解說活動如何建立顧客關係品質及解析影響關係品質與行為意向的關鍵因子。本研究選取北中南三大農場為研究對象，共收集283份有效問卷進行分析。結果顯示，本研究成功地建構了休閒農場解說活動之關係品質模式。模式中驗證了遊客感受休閒農場解說服務人員的關係服務行為、專業程度與相似性愈高，則遊客與解說服務人員的關係品質愈好。另外遊客與解說服務人員的關係品質愈高，遊客對於農場的行為意向反應程度愈大。

關鍵字

關係品質 ； 解說活動 ； 行為意向 ； 休閒農場

並列摘要

For service businesses customer relationship quality (CRQ) is very important. The way business uses CRQ for getting in touch with customers is through various interactive methods. In order to satisfy the demand of customers, building good relationship can make them feel satisfied and trust. Moreover, it can affect the behavioral intentions of customers. Although interpretation program is a special form of customer interaction for leisure farm, past studies seldom examined interpretation program from the aspect of customer relationship quality. This study intended to model relationship quality for leisure farm interpretation program by Structural Equation Model in order to understand how the relationship quality of interpretation program affects customer’s behavior intentions. Total 283 samples were collected from three leisure farms and used for analysis. The empirical data confirmed the model proposed by this study. In addition, study result indicated that if tourists can feel better relationship service behavior, similarity and professional quality, the relationship quality between tourists and interpreters will be higher. Furthermore, the higher relationship quality between tourist and interpreters has would lead to the stronger reaction of tourists' behavioral intentions.

並列關鍵字

Relationship Quality ； Interpretation Activity ； Behavioral Intentions ； Leisure Farm