以旅客推動和拉動旅遊動機探討休閒牧場口碑影響之研究－分析顧客價值的調節效果

The Study of Push and Pull Travel Motivations of Domestic Travelers on Ranch WOM-Examining the Moderating Effect by Travelers' Customer Value

10.3966/181666012014041001003

江季芸(Chi-Yun Chiang)；洪梓晏(Tzu-Yen Hung)；謝佳宏(Chia-Hung Hsieh)

推動因素 ； 拉動因素 ； 旅遊動機 ； 口碑 ； 顧客價值 ； Push Factor ； Pull Factor ； Travel Motivation ； Word of Mouth ； Customer Value

行銷科學學報

10卷1期（2014 / 04 / 01）

41 - 64

繁體中文

近年來由於國民所得與生活水準不斷提高，人們因而開始關注生活品質並花費許多時間與資源來從事休閒娛樂的活動，國內觀光旅遊產業因而逐漸蓬勃發展。本研究以推動因素和拉動因素的旅遊動機為基礎，探討旅客至國內休閒牧場的旅遊動機。此外，亦以旅客對休閒牧場所重視的顧客價值為基礎，將旅客劃分為不同型態的消費者。研究結果顯示，旅遊動機會正向顯著影響顧客滿意度，而滿意的旅客會願意對休閒牧場進行口碑宣傳。而不同顧客價值型態的旅客，則對旅遊動機和顧客滿意二者的關係產生調節作用。本研究最後提出了行銷建議與管理意涵，供政府當局與相關業者參考。

The income levels and standard of living for people in Taiwan have grown dramatically, and consequently their interest in leisure activities has grown. The domestic travel and tourism industry has developed gradually. This study examines the travel motivations of domestic travelers who visit a specific ranch based on the push and pull factors theory. This study also segments these travelers according to their customer value perceptions about the ranch. The empirical findings show that travel motivations can positive affect customer satisfaction, and satisfied travelers are willing to deliver positive word-of-mouth for the ranch. Besides, travelers with different customer values can moderate the relationship between travel motivations and customer satisfaction. The marketing strategies and implications for government and the ranch practitioners are also discussed.

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