台南縣營長休閒牧場遊客滿意度與經營績效之研究

A Study of Customer Satisfaction and Importance Performance Analysis in Ying-Zhang Farm

10.6605/RTH.2007.1(1).5

武克茂(Ke-Mao Wu)；林佑蓉(You-Rong Lin)；何宜慧(Yi-Hui Ho)；李雨軒(Yu-Xuan Lee)

休閒農業 ； 五分車 ； 績效分析 ； 滿意度 ； 重遊意願 ； Leisure agriculture ； narrow rail train ； I.P.A. ； satisfaction ； willingness to travel this place again

觀光餐旅評論

1卷1期（2007 / 01 / 01）

63 - 94

繁體中文

本研究以營長休閒牧場爲例，分析其遊客基本資料、旅遊特性及遊客對其整體環境之滿意度，提供業者未來經營行銷之參考。研究結果發現，遊客對於營長休閒牧場各方面的滿意度，覺得普通的有：心理體驗方面、環境景觀方面、餐飲設施及服務品質等四方面；而認爲滿意的有：五分車體驗及整體滿意度等二方面。遊客也都願意推薦營長休閒牧場給其他親朋好友遊玩。 而以I.P.A.分析結果中，可看出遊客對於牧場內各方面的滿意度程度，就高滿意度而言，大部份落於A象限。A象限的因子有親近大自然/欣賞景緻、放鬆心情/紓解壓力、增進親友情感、體驗新奇事物/增廣見聞、員工服務態度、停車場容量數及便利性、五分車之解說導覽服務、五分車之維護狀況、五分車之舒適性及安全性、搭乘品質。從A象限可看出牧場必須持續保持原有的優勢，進而吸引更多遊客前來。 而呈現低滿意度則落於C、D象限，C象限因子有肯定自我價值/滿足成就感、餐飲設施規劃，D象限有牧場的環境清潔衛生、遮蔭休憩情形、原木步道/柵欄建材及維護狀況、植栽綠化景觀、設施建材與自然景觀之相容性、餐飲衛生環境、餐飲服務態度、餐飲價錢合理度、餐飲環境舒適性及安全性、旅遊資訊提供、園區路線導覽、滿足遊客需求性、五分車售票價錢合理度。C象限是代表牧場內藏有潛在性的威脅，而D象限對牧場業者來說是風險與機會，也就是業者在經營管理上之急需改善的重點。

The purpose of this study is to analyze the basic information of tourists, traveling characteristics and customer satisfaction for the Ying-Zhang farm in Tainan County. The conclusions can be provided for the management of Ying-Zhang farm. In terms of customer satisfaction, the study reveals that there are four items in the average score: psychological experience, surrounding landscape, food and beverage service, service quality. Two items are with ”satisfaction”: experience of narrow rail train traveling and entire satisfaction. Most tourists are willing to recommend this place to their relatives and friends. The I.P.A. shows that following factors are in the A quadrant which represents the higher satisfaction: to contact with nature, to enjoy the scenery, for relaxation, to improve emotions between relatives or friends, to experience something new, to learn knowledge, the service attitude of employees, the capacity of parking space and convenience, the narration for narrow rail train traveling, the maintenance for narrow rail train, the comfort and safety of narrow rail train traveling. These factors which represent the strength have to be kept to attract more tourists. There are two factors in the C quadrant: to fulfill achievements, planning of food and beverage service. It might be the potential threat for the farm to be resolved. The following factors are in the D quadrant: sanitary conditions, rest area of shade, the maintenance conditions of stroll pathway/fence, cultivation, the construction and nature landscape are compatible, the sanitary of food and beverage, the service attitude of restaurant waiters/waitresses, reasonable prices of meals, comfort and safety of restaurant, traveling information providing, the guide for farm route, satisfaction for tourist's demand, ticket fare for narrow rail train traveling is reasonable. These factors in the D quadrant represent the risk and opportunity of the management of farm. They are the key points to be improved for the future.

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