關係投資、公平性與關係品質對遊客忠誠度的影響之研究：以北京與宜蘭休閒農場為例

The Impacts of Relationship Investment, Justice and Relationship Quality on Visitors’ Loyalty: An Empirical Study of Leisure Farms in Beijing and Ilan

顏財發(Tsai-Fa Yen)

指導教授 ： 段兆麟 博士

國立屏東科技大學/農學院/熱帶農業暨國際合作系所/博士(2010年)

https://doi.org/10.6346/NPUST.2010.00265

摘要

二十一世紀海峽兩岸農業面對經濟國際化與自由化的衝擊，同樣以調整農業結構作為首要的應變策略。由於國民所得提高、閒暇時間增加、旅遊風氣興起與交通便利，休閒旅遊成為國民重要的活動。因此，農業結構調整配合國民休閒旅遊，將農業資源投入觀光旅遊業，形成觀光休閒農業的經營型態。隨著新設立休閒農場增加，競爭強度也提高，在行銷上也面臨同質性、遊客高轉換、公平性等問題，如何克服這些問題危當務之急。本文的研究目的乃在探討北京與宜蘭休閒農場遊客對關係投資、公平性、關係品質與遊客忠誠度間關係的看法，嘗試找出哪種關係投資、公平性較重要，以及找出兩地遊客對研究議題的看法有哪些差異。
本文針對北京與宜蘭休閒農場遊客設計問卷，透過問卷調查法蒐集資料，利用結構方程模式進行統計分析。研究發現(1)關係投資與公平性皆可提升休閒農場遊客的關係品質；(2) 關係投資與公平性均透過關係品質影響遊客忠誠度；(3) 關係投資對遊客忠誠度的影響力大於公平性；(4)兩地遊客對關係投資與關係品質關係的認知有明顯差異，宜蘭的遊客教偏好特殊對待，北京的遊客則偏好人際溝通。最後，本文依據分析結果建議宜蘭的休閒農場業者優先改善與遊客的特殊對待暨優先處理分配公平的議題；建議北京休閒農場業者優先處理人際溝通議題，並改善程序公平的議題。

關鍵字

休閒農場 ； 關係投資 ； 公平性 ； 遊客忠誠度

並列摘要

Cross strait agriculture have adjusted agricultural structure as responded strategy while they face the impacts of internationalization and liberalization of economy during 21st century. Leisure tourism has become an important activity for citizen because income rose, free time increased, tourism habit established and infrastructure improved. Therefore, agricultural structure must be adjusted to fit domestic tourism. The new operating type of leisure agriculture may form after agricultural resources have been involved in tourism industry. With regard to new leisure farms increased, it faces homogeneity, high switching intentions and justice problems in marketing. How to response these problems has become an emergent issue. The objective of this study is to explore visitors’ view about the relationship among relationship investment, justice, relationship quality and visitors’ loyalty to cross strait leisure farms; try to verify which one of relationship investment and justice is the key element on impacting visitors’ loyalty; to distinguish the difference of visitors in Beijing and Ilan.
Questionnaire designed for two areas’ visitors are adopted as instrument and survey was drawn to collect the data. Moreover, structural equation modeling (SEM) is adapted when the data was analyzed. The findings show that (1) relationship investment and justice can positively enhance relationship quality; (2) relationship investment and justice can impact visitors’ loyalty mediated by relationship quality; (3) the effect of relationship investment on visitors’ loyalty is larger than justice; (4) the significant difference on relationship investment and relationship quality is presented between visitors in Beijing and Ilan. Visitors in Ilan prefer preferential treatment of relationship investment. But those in Beijing prefer interpersonal communication. Finally, this study suggests farm managers in Ilan may improve the ways of preferential treatment and treat distributive justice issues first; those ones in Beijing may focus on interpersonal communication and procedural justice issues.

並列關鍵字

leisure farm ； relationship investment ； justice ； visitors’ loyalty

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