關係投資、公平性、關係品質與遊客忠誠度的關係：京台休閒農場遊客為例

The Relationships among Relationship Investment, Justice,Relationship Quality, and Visitors' Loyalty: An Empirical Study of Visitors from Leisure Farms in Beijing and Taiwan

10.29503/RLSH.201206.0007

顏財發(Tsai-Fa Yen)；李建興(Chien-Hsing Lee)

關係投資 ； 公平性 ； 遊客忠誠度 ； 休閒農場 ； relationship investment ； justice ； visitors' loyalty ； leisure farm

休閒運動健康評論

3卷2期（2012 / 06 / 01）

103 - 128

繁體中文

二十一世紀海峽兩岸農業面對經濟國際化與自由化的衝擊，同樣以調整農業結構作為首要的應變策略。由於國民所得提高、閒暇時間增加、旅遊風氣興起與交通便利，休閒旅遊成為國民重要的活動。因此，農業結構調整配合國民休閒旅遊，將農業資源投入觀光旅遊業，形成觀光休閒農業的經營型態。隨著新設立休閒農場增加，競爭強度也提高，在行銷上也面臨同質性、遊客高轉換、公平性等問題，如何克服這些問題危當務之急。本文的研究目的乃在探討北京與宜蘭休閒農場遊客對關係投資、公平性、關係品質與行為忠誠度間關係的看法，透過問卷調查法，針對海峽兩岸休閒農場遊客設計問卷，進行分析與整理。研究發現（1）關係投資均透過關係品質的中介作用影響遊客忠誠度；（2）公平性均透過關係品質的中介作用影響遊客忠誠度；（3）關係投資對遊客忠誠度的影響力大於公平性；（4）北京與宜蘭兩地遊客對研究模式的認知在關係投資對為關係品質關係方面具顯著差異。最後，本文依據分析結果建議宜蘭的休閒農場業者優先改善與遊客的直接聯絡方式暨優先處理程序公平的議題；建議北京休閒農場業者優先處理人際溝通議題，並改善程序公平的議題。

Cross strait agriculture have adjusted agricultural structure as responded strategy while they face the impacts of internationalization and liberalization of economy during 21st century. Leisure and tourism have become an important activity for citizen because income rose, free time increased, tourism habit established and infrastructure improved. Therefore, agricultural structure adjusted to fit domestic tourism and the operating type of leisure agriculture formed by adopting agricultural resources into tourism. With regard to new leisure farms increased, it faces homogeneity, high switching intentions and justice problems in marketing. How to response these problems has become an emergent issue. The objective of this study is to explore visitors' view about the relationship among relationship investment, justice, relationship quality and visitors' loyalty to Beijing and Ilan's leisure farms. Questionnaire designed for cross strait visitors are adopted as instrument and survey was down. The findings show that (1) relationship investment can impact visitors' loyalty mediated by relationship quality; (2) justice can impact visitors' loyalty mediated by relationship quality; (3) the effects of relationship investment on visitors' loyalty is larger than justice; (4) there is a significant difference on research model between Beijing and Ilan's leisure farms. Finally, this study suggests farm managers in Ilan may improve the ways of direct mail and treat procedural justice issues first; those ones in Beijing may focus on interpersonal communication and procedural justice issues.

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