Relationships among Relationship Benefit, Relationship Proneness and Loyalty: Comparison between First-Time and Repeat Agritourists

關係利益、關係傾向與忠誠度之關係：農業旅遊初次與重遊遊客之比較

林宗賢(Chung-Hsien Lin) ； 李安娜(An-Na Li) ； 侯錦雄(Jing-Shoung Hou)

《觀光休閒學報》 16卷3期 (2010/12) Pp. 263-292

https://doi.org/10.6267/JTLS.2010.16(3)4

摘要

遊客與服務提供者間互動為農業旅遊經營中的重要特質，然較少研究從上述觀點討論不同農業旅遊遊客忠誠度形成之因素。本研究的目的為比較農業旅遊初次與重遊遊客關係利益、關係傾向對服務提供者忠誠度影響之差異。經自填式問卷收集有效問卷406份，分析結果顯示初次與重遊遊客的關係利益皆顯著正向影響忠誠度，但僅重遊遊客的關係傾向顯著正向影響忠誠度。研究結論為關係利益為農業旅遊遊客忠誠度形成之重要因素，且重遊較初次遊客重視與服務提供者間的人際關係連結，也就是影響農業旅遊重遊遊客忠誠度之形成因素較可能來自於其對服務提供者在情感上的心理依戀。

關鍵字

遊客忠誠度 ； 初次／重遊遊客 ； 關係 ； 心理依戀

並列摘要

One essence of agritourism management is the activity experiences and interactions of tourist and service provider, however, few studies empirically examine the formation of agritourist' loyalty from the perspective of the relationship of the tourist with the service provider. The purpose of this study is to compare first-time and repeat tourists' determinants of relationship benefits, and relationship proneness on their loyalty to service providers in the context of agritourism. The proposed structural relationships among relationship benefits, relationship proneness, and loyalty are examined with a sample of 406 on-site tourists. The results indicate that relationship benefits has a positive impact on loyalty for both first-time and repeat tourists. Additionally, relationship proneness has a positive impact on loyalty only for repeat tourists. The conclusions of this study are that relationship benefits are important determinants on tourist loyalty, and that repeat tourists are more likely to emphasize on the social relationship with the service provider than first-time tourists. It is postulated that loyalty to service providers is more likely formed from psychological attachment for repeat tourists than for first-time tourists.

並列關鍵字

tourist loyalty ； first-timer/repeater ； relationship ； psychological attachment

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