摘要 本研究係探討休閒農場服務品質、遊憩滿意度對重意願之影響,並以飛牛牧場遊客為研究對象,採便利性抽樣,問卷共計發放400份,無效問卷14份,有效問卷386份。本研究以敘述統計、多變量變異數、t檢定及多元迴歸分析等方法,進行資料整理與分析,研究發現如下: 一、遊客對農場的服務品質,遊憩滿意度與重遊意願方面皆具正向感受。其中以服務可靠性、景觀環境、購後意向三個構面之感受最深。 二、服務品質方面,遊客會因不同年齡、婚姻狀況、居住地、使用交通工具而呈現差異;遊憩滿意度方面,遊客會因不同教育程度及使用交通工具對遊憩滿意度具顯著差異;重遊意願方面,遊客會因教育程度不同對重遊意願具顯著差異。 三、遊客服務品質、遊憩滿意度對重遊意願之影響,逹統計上顯著水準,其中遊客對遊憩滿意度的影響程度高於服務品質。 四、依據研究發現提出如下建議,1.在休閒農場方面,提昇休閒農場的服務關懷性、製定遊客處理SOP標準書、安排服務人員專業程度的訓練。2.於學術方面,未來可延續本研究調查結果,在平均數較低的數據部份進行後續探討,以找出更多影響重遊意願之因素。以作為農場業者後續改善計劃之依據。以期提昇休閒農場服務品質,提高遊客遊憩滿意度進而增加重遊意願。 【關鍵字】服務品質、遊憩滿意度、重遊意願、休閒農場
Abstract This study investigates the effect of revisiting willingness based on the service quality & recreation satisfaction of leisure farms. The Flying Cow Ranch tourists are considered as the research objects of the study. Adopted convenience sampling of a total 400 questionnaires are issued, including 14 invalid copies and 386 valid copies. This study integrates the information by using descriptive statistics, multivariate variance, T test, and multiple regression analysis method. The results are as follows: 1.The ranch visitors have positive feelings about the service quality, recreation satisfaction and revisiting willingness, In which, service reliability, landscape environment and post-purchase behavior are the three main aspects. 2.About the service quality, tourists will be presented differences due to the different ages, marital status, place of residence, and transportation, About the recreation satisfaction, the different levels of education and transport cause significant differences. About the revisiting willingness, different levels of education cause significant differences. 3.The effect of revisiting willingness due to the service quality, recreation satisfaction reach the statistically level significantly. In which, the tourists impact of recreation satisfaction is higher than quality of service. 4. This study recommends the leisure ranch owners and future researchers to enhance leisure farm service care, to set tourists processing SOP book, to arrange the service staff to take the professional training. Academically, The results of this study may be extended in the future. Explore the lower average number of data part of the follow-up to find out more influence factors of revisiting willingness; to be considered as a basis for subsequent improvement program of the farm industry; to improve the service quality of leisure farms, improve tourist satisfaction, thereby increasing the revisiting willingness. 【Keywords】Service quality,Recreation satisfaction,Revisiting willingness,Leisure farms.