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題名：休閒農業區品牌認知、服務品質與重遊意願之研究
書刊名：休憩管理研究
作者：施君翰 引用關係／呂友銘／朱達仁 引用關係／李英周／陳羿文／陳柏成
作者(外文)：Shih, Chun-han／Lu, You-ming／Chu, Ta-jen／Lee, Ying-chou／Chen, Yi-wen／Chen, Po-chen
出版日期：2014
卷期：1:2
頁次：頁25-49
主題關鍵詞：服務品質；休閒農業區；品牌認知；Service quality；Leisure agriculture area；Brand cognition
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:32
  • 點閱點閱:28
隨著休閒農漁業旅遊市場需求的上升，台南七股區溪南休閒農業區業者在面對多變的環境中，必須思考如何掌握產業的動態性、不確定性、複雜性，才有辦法建立持久性的經營管理策略。本研究旨在探討台南市溪南休閒農業區漁業及觀光資源之特色與休閒漁業之發展經營現況，同時探討遊客之旅遊動機、體驗品質與重遊意願等要素及其間之關係，作為建構休閒漁業遊客之行為模式。採用立意抽樣調查，於2012年7月~2013年12月間蒐集398份有效問卷，並以服務品質量表進行分析。研究結果顯示：一、旅遊動機對於體驗品質有正向的影響效果；二、體驗品質對重遊意願有正向的影響效果；三、休閒農業區可吸引到年輕的遊客族群；四、定期透過服務品質評估，有機會提升休閒農漁業區的遊憩體驗活動品質改善的有效性。
With the improving leisure agriculture and fishery prospect, Sinan leisure agricultural area (SlAA) business owners need to conceive a strategy to overcome the mobility, uncertainties and complexities. This study investigates the features of Sinan leisure agricultural area fishery and tourist resources as well as the status of development and management of its recreational fishing and the problems they face. This study focused on Sinan leisure agricultural area tourist participants, and try to explore the elements of relationships among travelers' travel motivations, quality of experience and intention to revisit, as well as to develop and build a model for tourist behaviors at recreational fisheries. Through the purposive sampling, there were 398 valid questionnaires collected and service quality scale was performed during Jul-2012 to Dec-2013. The results showed that the travelers' travel motivations and quality of experience had a positive significant relationship; travelers' quality of experience and intention to revisit also had a positive significant relationship. The leisure agricultural areas can attract young tourists groups. The project management methodology is applicable for recreation experience activities project case. Furthermore, the effectiveness and quality of experience activities of agricultural/fishery leisure area would be enhanced through application of this methodology.
期刊論文
1.Burns, R. C.、Graefe, A. R.、Absher, J. D.(2003)。Alternate measurement approaches to recreational customer satisfaction: Satisfaction only versus gap scores。Leisure Sciences，25(4)，363-380。  new window
2.Hemon, P.、Niteck, D. A.(2001)。Service quality: A concept not fully explored。Library Trends，49(4)，687-708。  new window
3.Mittal, B.、Lassar, W. M.(1996)。The Role of Personalization in Service Encounters。Journal of Retailing，72(1)，95-110。  new window
4.Zimmerman, Charles D.(1985)。Quality: Key to Service Productivity。Quality Progress，18(6)，32-35。  new window
5.Martin, W. B.(1986)。Defining what quality service is for you。Cornell HRB Quality，26(4)，32-38。  new window
6.Crompton, J. L.、MacKay, K. J.、Fesenmaier, D. R.(1991)。Identifying dimensions of service quality in public recreation。Journal of Park and Recreation Administration，9(3)，15-27。  new window
7.Garvin, D. A.(1983)。Qulity on the line。Harvard Business Review，6(1)，65-73。  new window
8.Hamilton, J. A.、Crompton, J. L.、More, T. A.(1991)。Identifying the dimensions of service quality in a park context。Journal of Environmental Management，32(3)，211-220。  new window
9.LeBlanc, G.(1992)。Factor Affecting Customer Evaluation of Service Quality In Travel Agencies: An Investigation of Customer erception。Journal of Travel Research，30(4)，10-17。  new window
10.Li, C.-L.、Absher, J. D.、Graefe, A. R.、Hsu, Y. C.(2008)。Research reflections--Services for culturally diverse customers in parks and recreation。Leisure Sciences，30(1)，87-92。  new window
11.Li, C.、Lai, P. C.、Chick, G. E.、Zinn, H. C.、Graefe, A. R.(2007)。Cross-cultural models of customer service: the case of Hong Kong Country Park recreation。Journal of Park and Recreation Administration，25(3)，41-66。  new window
12.MacKay, K. L.、Crompton, J. L.(1988)。A conceptual model of consumer evaluation of recreation service quality。Leisure Studies，7，41-49。  new window
13.Wright, B. A.、Duray, N.、Goodale, T. L.(1992)。Assessing perceptions of recreation center service quality: An application of recent advancements in service quality research。Journal of Park and Recreation Administration，10(3)，33-47。  new window
14.陳堯帝(1997)。餐飲業提升服務品質之探討。技職雙月刊，39，20-26。  延伸查詢new window
15.Takeuchi, Hirotaka、Quelch, John A.(1983)。Quality Is More Than Making a Good Product。Harvard Business Review，61(4)，139-145。  new window
16.歐聖榮、許君銘(19940300)。以自然資源為導向之遊憩區服務品質之研究。戶外遊憩研究，7(1)，81-104。new window  延伸查詢new window
17.陳建文、洪嘉蓉(20050700)。服務品質、顧客滿意度與忠誠度關係之研究--以ISP為例。電子商務研究，3(2)，153-172。new window  延伸查詢new window
18.Grönroos, Christian A.(1984)。A Service Quality Model and its Marketing Implications。European Journal of Marketing，18(4)，36-44。  new window
19.Andrew, Jason D.、Faubion, Clayton W.、Palmer, Charles D.(2002)。The relationship between counselor satisfaction and extrinsic job factors in state rehabilitation agencies。Rehabilitation Counseling Bulletin，45(4)，223-232。  new window
20.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
21.Wakefield, Robin L.(20010800)。Service quality。The CPA Journal，71(8)，58-60。  new window
22.林梓聯(20010700)。體驗經濟時代農企業的發展機會。農業經營管理會訊，28，3-9。  延伸查詢new window
23.陳昭郎(1996)。休閒農業的發展方向。大自然季刊，50，5-13。  延伸查詢new window
24.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
會議論文
1.Graefe, A. R.、Absher, J. D.、Bums, R. C.(2001)。Monitoring visitor satisfaction: A comparison of comment cards and more in-depth surveys。The 2000 Northeastern Recreation Research Symposium，265-269。  new window
2.Li, C.(2009)。Why do people travel to nature based tourism destinations?。The 40th Travel and Tourism Research Association Annual Conference。Honolulu, Hawaii。  new window
3.段兆麟(2002)。體驗經濟與教育農園。海峽兩岸觀光休閒農業與鄉村旅遊研討會，大陸中科院地理所與台中健康暨管理學院合辦 。北京延慶。210-211。  延伸查詢new window
研究報告
1.Lehtinen, U.、Lenhtinen, J. R.(1982)。Service Quality: A Study of quality Dimenions。Helsinking Service Management Institute Finland。  new window
學位論文
1.潘沛彤(2008)。臺北地區桌球俱樂部服務品質與顧客滿意度關係之研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
2.楊智緯(2006)。國際觀光旅館之品牌形象、服務品質與顧客滿意度及忠誠度之研究(碩士論文)。南臺科技大學。  延伸查詢new window
3.李坤哲(2006)。統一獅職棒球團服務品質球迷覺知之研究(碩士論文)。國立嘉義大學。  延伸查詢new window
4.鄧智斌(2009)。大陸來臺旅客旅遊動機、服務品質滿意度與其意向行為之研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
圖書
1.Zeithaml, V. A.、Bitner, M. J.(2003)。Services Marketing: Integrating Customer Focus across the Firm。McGraw-Hill。  new window
2.Absher, J. D.、Baker, D.、Green, T.、Virden, R.(2000)。Outdoor Recreation Service Quality Items: Tonto National Forest and Land-Between-The-Lakes National Recreation Area。Tempe, AZ：Arizona State University。  new window
3.Etzel, M. J.、Walker, B. J.、Stanlon, W. J.(2001)。Markeling Managemenl。NY：McGraw-Hill。  new window
4.Juran, J. M.(1974)。A Universal Approach to Managing for Quality Progress。  new window
5.Sasser, W. Earl、Olson, R. Paul、Wyckoff, D. Daryl(1978)。Management of Service Operations: Text, Cases and Readings。Allyn and Bacon Inc.。  new window
6.溪南休閒農業區推動管理委員會(2010)。台南縣七股鄉溪南休閒農業區99年度評鑑報告。行政院農業委員會。  延伸查詢new window
7.Crosby, Philip B.(1979)。Quality is Free: the Art of Making Quality Certain。New York：New American Library。  new window
其他
1.行政院農業委員會(1992)。休間農業區設置管理辦法，http://www.miobuffer.com.tw/fnm/199311/14.htm。  延伸查詢new window
圖書論文
1.Armistead, C. G.(1985)。Design of Service Operations。Operations Management in Service Industries and the Public Sector。New York：John Wiley & Sons。  new window
 
 
 
 
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