休閒農場服務創新、服務品質、體驗行銷與遊客滿意度之研究 —以嘉義縣獨角仙休閒農場為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/17102

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Title:	休閒農場服務創新、服務品質、體驗行銷與遊客滿意度之研究 —以嘉義縣獨角仙休閒農場為例
Other Titles:	A Study of the Relationship among Service Innovation, Service Quality, Experiential Marketing and Satisfaction--A Case Study of Rhinoceros Beetle Leisure Farm in Chiayi County
Authors:	江清和 Chiang, Ching-He
Contributors:	旅遊管理學系旅遊管理碩士班莊鎧溫 Kai-Wayne Chuang
Keywords:	滿意度;體驗行銷;服務品質;服務創新;休閒農場 Experiential Marketing;Service Quality;Service Innovation;Leisure Farm;Satisfaction
Date:	2014
Issue Date:	2014-11-21 14:16:30 (UTC+8)
Abstract:	本研究主要目的探討遊客在選擇休閒農場時的消費行為，使用問卷調查法，以休閒農場的服務創新、服務品質、體驗行銷與遊客滿意度等因素，研究休閒農場業者的服務創新與服務品質，在遊客體驗後實質的感受，是否會影響遊客滿意度。本研究是以嘉義縣獨角仙休閒農場遊客為研究對象，發放問卷550份，扣除無效問卷後，有效問卷為542份。　　研究結果發現服務創新、服務品質與體驗行銷之關係皆呈現顯著的正向影響，服務創新與服務品質及遊客滿意度存在中介關係，體驗行銷對服務創新及遊客滿意度存在中介關係，在人口統計變數方面與服務品質中的有形性與保證性具有顯著差異。服務創新與服務品質因素對於獨角仙休閒農場經營業者佔有很重要的因素，而休閒農場的服務與創新性在遊客的實際體驗後，會影響到遊客的滿意度。　　The main purpose of this study to explore tourists when choosing leisure farms consumer behavior, The use of questionnaires, Leisure farm service innovation, service quality, experiential marketing and visitor satisfaction and other factors, Leisure farm industry research service innovation and service quality, In the real feelings of the visitor experience, will affect tourists' satisfaction. This study is based on leisure farms in Chiayi County Beetle visitors for the study, 550 copies of questionnaires, after deducting the invalid questionnaires, 542 valid questionnaires.　　The results showed that service innovation, service quality and relationship marketing experience of both showed a significant positive effect, Relationship exists intermediary service innovation and service quality and visitor satisfaction, Experiential marketing agency relationship exists for service innovation and visitor satisfaction, In terms of demographic variables and service quality in assurance with tangible and significant difference.　　According to the study results, Service innovation and service quality factors for farm operators Beetle leisure industry occupies a very important factor, The service and innovation leisure farms after the actual experience of tourists, will affect the tourist satisfaction.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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