休閒農場品牌形象知覺與遊客滿意度之關係研究

A Study of the Relationship between Perception of Brand Image and Customer's Satisfaction of Leisure Farm

10.6665/JLYIT.2011.10.81

黃素珍(Su-Chen Huang)；葉麗琴(Li-Chin Yeh)；葉麗珠(Lih-Ju Yeh)

休閒農場 ； 品牌形象 ； 遊客滿意度 ； 服務品質 ； leisure farm ； brand image ； visitor's satisfaction ； service quality

蘭陽學報

10期（2011 / 06 / 01）

81 - 87

繁體中文

本研究目的旨在探討休閒農場品牌形象知覺與遊客滿意度之關係。參與者共285位（男164位、女121位）。研究團隊以品牌形象問卷（張原皓，2005）、休閒農場遊客滿意度量表（蔡坤泰，2006）進行研究調查。根據研究目的，本研究以積差相關及多元迴歸進行資料之分析。經分析所得結論如下：一、除了功能性與整體表現外，其他所有品牌形象與遊客滿意度的因素有正相關存在。二、品牌形象的體驗性知覺可以有效的預測人員服務、服務環境、整體表現及整體遊客滿意度。三、品牌形象的象徵性知覺可以有效的預測服務價值。四、品牌形象知覺可以有效的預測整體遊客滿意度。最後針對本研究的結果，對實務應用及後續研究提出進一步建議。

The purpose of this study was to examine the relationship between perception of brand image and visitor's satisfaction of leisure farm. Participants in this study were 285 tourists (males=164; females=121) and administered with demographic data questionnaire, Brand Image Questionnaire (Chang, 2005), and visitor's Satisfaction of Leisure Farm Scale (Tsai, 2006). Pearson product-moment correlation and multiple regression analysis were used in this study. The results indicated that (1) All of the factors of brand image and visitor's satisfaction had positive correlation besides function and integral expression; (2) Perception experiential of brand image could positively predict to personal service, service environment, integral expression, and holistic visitor's satisfaction; (3) Perception symbolic of brand image could positively predict to service value; (4) Brand image could positively predict to holistic visitor's satisfaction. Based on these finding, this study not only gave some suggestion for farm managers, but also proposed some future research directions.

1. 交通部觀光局（2009）。中華民國98 年國人旅遊狀況調查。2010 年8 月20 日，取自: http://admin.taiwan.net.tw/statistics/File/200912/98 國人中摘.doc
2. Chen, C. F.,Chen, F. S.(2010).Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists.Tourism Management,31(1),29-35.
3. Duncan, T.,Caywood, C.(1996).The concept process & evolution of integrated marketing communication, in integrated communication: Synergy of persuasive voices.Mahwah, NJ:Lawrence Erlbaum Associates.
4. Garvin, D. A.(1998).Managing quality: The strategic and competitive edge.New York:The Free Press.
5. Hui, T. K.,Wan, D.,Ho, A.(2007).Tourists' satisfaction, recommendation and revisiting Singapore.Tourism Management,28(4),965-975.
6. Kline, R. B.(2005).Principles and practice of structural equation modeling.New York:the Guilford Press.
7. Lee, C. K.,Lee, Y. K.,Wick, B. E.(2004).Segmentation of festival motivation by nationality and satisfaction.Tourism Management,25(1),61-70.
8. Park, C. W.,Jaworski, B. J.,Maclnnis, D. J.(1986).Strategic brand concept-image management.Journal of Marketing,50,135-145.
9. 李安悌(1994).Measuring service quality a conceptual approach to customer service.勤益學報,12,107-115.
10. 沈進成、蔡瑞明、曾慈慧(2008)。休閒農場體驗品牌定位之研究。生物與休閒事業研究，6(1)，63-79。
11. 張原皓(2005)。屏東縣，國立屏東科技大農企業管理研究所。
12. 陳昭郎(2002)。促進休閒農業發展。國家政策論壇，2(5)，37-43。
13. 劉銘豐(2001)。碩士論文(碩士論文)。台北縣，淡江大學管科所。
14. 蔡坤泰(2006)。碩士論文(碩士論文)。高雄市，國立中山大學企業管理系。