農業旅遊的服務品質和消費體驗對旅客重遊意願的影響︰以田尾公路花園為例

重視當地居民的認知和遊客的感受，才能有效活絡農業旅遊，並提升農業觀光的效益。本研究以田尾鄉公路花園為例，旨在探討服務品質及消費體驗對旅客重遊意願的影響，並期理解旅客人口變項對重遊意願所產生的差異性。研究者透過網路調查，共蒐集到509份有效樣本，進行統計分析。此一量化研究結果顯示，要增進重遊公路花園的意願，應首重給予遊客情感性與感官性的消費體驗；而園區服務人員的可靠性、販售商品的可靠性、反應與保證的服務品質，以及遊客平均月收入的高低，都是促成遊客再訪的關鍵；特別需要注意的是，關懷性的服務品質會抑制遊客重遊公路花園的意願。本研究同時也發現，女性之重遊意願會顯著地高於男性。本量化調查結果並無法確切點出公路花園現有公共設施的規劃不良與執行不足，為了彌補此一缺憾，研究者透過質性的深度訪談法，邀請三位專家更深入地探究田尾公路花園的困境與發展。專家們一致呼應量化研究中，有關「關懷性」服務品質會抑制遊客重遊田尾意願之結果，係導因於公部門對園區軟硬體上的整體規劃不足，缺乏公共設施，又放任攤販違規擺攤、忽視遊客因交通混亂而產生的不安。此外，園藝業者尚無法從批發商的心態轉變成為零售業，也無盡力維持店家環境整潔，並對遊客提供貼心服務。也就是說，公部門缺乏遠見，也沒有執行公權力，自治團體亦無協助制定公約，當地店家、生產業者和公部門長久以來並無積極改善這些屬於觀光休閒轉型會遇到的問題。冀望本研究能夠讓公路花園的未來，獲得更多的啟發與具建設性的建議。

關鍵字

田尾公路花園；服務品質；重遊意願；消費體驗；農業旅遊

並列摘要

To activate agricultural tourism effectively, local people’s cognition and tourists’ feelings must be considered. Considering the flower field avenue in Tianwei Township as an example, this study explored the effects of service quality, consumer experience, and tourists’ demographics on tourists’ revisit intention. A total of 509 valid samples were collected through an online survey for statistical analysis. The results of this quantitative survey show that “sense” and “feel” experiences strongly affect tourists’ intention to revisit the flower field avenue. The reliability of service staff, goods sold, as well as responsiveness and assurance of service quality of tourists promote tourists’ revisit intention. The empathy of service quality can inhibit tourists’ revisit intention. This study also revealed that women’s revisit intention is higher than that of men. The aforementioned results cannot exactly point out the poor planning and insufficient implementation of the existing public facilities of Tianwei township. To make up for this shortcoming, the researcher invited three experts and used qualitative in…depth interviews to continually exam the difficulties and development of this area. Experts unanimously echoed the result that the empathy of service quality inhibits tourist intention to revisit Tianwei. This is because of insufficient overall planning of the township’s software and hardware, lack of public facilities, allowing street vendors to violate regulations, and ignoring tourists’ anxiety caused by traffic chaos. In addition, the mindset of the horticulture vendors has not yet been able to transform from a wholesaler to a retail business, not trying to keep the store environment tidy and providing considerate services to tourists. In other words, the public sector lacks foresight, nor does it enforce public powers, and autonomous organizations have not assisted in formulating conventions. Local stores, manufacturers, and the public sector have not actively improved these problems that are encountered in the transformation of tourism and leisure for a long time. It is hoped that this research will provide inspirations and constructive suggestions for the future of Tianwei township.