[[alternative]]影響休閒農場國際觀光客口碑之研究

碩士[[abstract]]近年來，台灣休閒農業逐漸朝向國際化發展，加上政府的積極推動，以台灣休閒農場為核心的旅遊行程，在東南亞地區如香港、澳門、新加坡、馬來西亞成為新興的旅遊趨勢。本研究以台灣休閒農場國際觀光客為研究對象，探討國際觀光客間口碑散布的過程，分別為：一、休閒農場員工的專業能力和意識的服務品質導向對意識的觀光者導向和組織能力連結之影響，進而影響差異化的關聯性研究；二、休閒農場的差異化對於品牌共鳴和關係價值之影響，進而影響國際觀光客間口碑的關聯性研究。 本研究針對台灣休閒農場的國際觀光客發放問卷，由於樣本特殊，沒辦法經由網路蒐集問卷，因此，本研究在選定國內較具代表性的休閒農場後，以實地訪談的方式進行資料蒐集，共計回收五家休閒農場之有效消費者樣本321份。以Amos17.0統計軟體進行信、效度分析，並以結構方程式進行假設檢定。實證結果如下：一、休閒農場員工的專業能力對組織的能力聯結有顯著正向影響；二、消費者意識的服務品質導向對消費者意識的觀光者導向有顯著正向影響；三、組織能力連結對消費者意識的觀光者導向有顯著正向影響；四、組織能力連結對差異化有顯著正向影響；五、消費者意識的觀光者導向對差異化有顯著正向影響；六、差異化為品牌共鳴有顯著正向影響；七、差異化對關係價值有顯著正向影響；八、品牌共鳴對口碑有顯著正向影響；九、關係價值對口碑有顯著正向影響；十、網際網路旅遊資訊來源相較於旅行社資訊，對本研究架構有較佳的干擾效果。最後，本研究會提出管理與理論意涵，並針對後續研究者提出建議，提供評估休閒農場的發展是否使國際觀光客的認知和期望相符合，進而改善或加強，並提供給學術研究者作未來參考。[[abstract]]Leisure farms in Taiwan have recently developed into an international tourism market. Coupled with government activity promotion, they are the cadre of tourism for tourists from Southeast Asia such as Hong Kong, Macao, Singapore, and Malaysia. This study first explore the effect of professional competence (PC) of the leisure farm staff and perceived service quality orientation (PSQO) on corporation ability association (CAA) and perceived visitor orientation (PVO), and examine the relationships of CAA and PVO on Differentiation. This study then designate the effect of Differentiation on brand resonance (BR) and relationship value (RV), which in turn affects foreign tourist word-of-mouth (WOM) regarding Taiwan leisure farms. The study participants are foreign tourists who have visited Taiwan leisure farms. We collected 322 useful data in 5 represented recreation farms in Taiwan for the final analysis, and employed AMOS17.0 to analyze the research hypotheses using structural equation modeling (SEM). The hypotheses are all supported as follows. First, the staff PC has significant and positive effects on CAA; second, PSQO has significant and positive effects on PVO; third, CAA has significant and positive effects on PVO; fourth, CAA has significant and positive effects on differentiation; fifth, PVO has significant and positive effects on differentiation; sixth, differentiation has significant and positive effects on BR; seventh, differentiation has significant and positive effects on RV; eighth, BR has significant and positive effects on WOM; and ninth, RV has significant and positive effects on word- of-mouth; and tenth internet information sources have a greater effect on this research model, compared with travel agency information. Finally, this study offer several managerial and theoretical implications for recreation farm managers and discuss further research aspects for future academics.[[tableofcontents]]Table of Contents I List of Tables IV List of Figures V Chapter 1 Introduction 1 1.1Research background 1 1.2 Research Process and Thesis Organization 6 Chapter 2 Literature Review 8 2.1 Perceived Service Quality Orientation (PSQO) 8 2.2 Professional Competence (PC) 9 2.3 Perceived Visitor Orientation (PVO) 10 2.4 Corporation Ability Association (CAA) 11 2.5 Perceived Differentiation 12 2.6 Relationship value (RV) 14 2.7 Brand Resonance (BR) 15 2.8 Word of Mouth (WOM) 16 2.9 Relationship between PSQO and PVO 17 2.10 Relationship between PC and CAA 18 2.11 Relationship between CAA and Differentiation 18 2.12 Relationship between CAA and PVO 19 2.13 Relationship between PVO and Differentiation 19 2.14 The relationship between Differentiation and BR 20 2.15 Relationship between Differentiation and RV 20 2.16 Relationship between BR and WOM 21 2.17 Relationship between RV and WOM 21 2.18 Moderating effects 22 Chapter 3 Methodology 24 3.1 Research Setting 24 3.2 Questionnaire Design, pre-testing 25 3.3 Sample and Data Collection 26 3.4 Data Analysis Method 27 3.4.1 Descriptive statistics analysis 27 3.4.2 Reliability and validity Analysis 27 Chapter 4 Data Analysis and Result 29 4.1 Sampling and Respondent Profile 29 4.2 Measurement Model Analysis 30 4.2.1 Confirmatory Factor Analysis (CFA) 30 4.3 Reliability and Validity 31 4.3.1 Reliability Analysis 31 4.3.2 Validity Analysis 33 4.4 Structure Equation Model Analysis 36 4.4.1 Overall Model Validation 36 4.4.2 SEM Evaluation Hypothesis Test 36 4.4.3 The moderating Role: The Source of Information 40 Chapter 5 Conclusions 42 5.1 Discussion 42 5.2 Theoretical Implication 43 5.3 Managerial Implication 45 5.4 Limitation and future research 46 References 48 Appendix 58 List of Tables Table 3.1 Leisure Farm Situation in Taiwan 25 Table 3.2 Sources of Measure Items 26 Table 4.1 Demographic Variables of the Participants’ profiles 30 Table 4.2 Analysis of Measurement Accuracy 31 Table 4.3 Analysis of Reliability and Convergent Validity 33 Table 4.4 AVE/Correlation and Difference of Chi-squared 35 Table 4.5 Confidence Interval 35 Table 4.6 Goodness-of-Fit 36 Table 4.7 Hypothesis Test Analysis 37 Table 4.8 Direct, Indirect and Total Effects 39 Table 4.9 Invariance Tests across source of information 41 List of Figures Figure 1.1 Major foreign tourists in Taiwan 1 Figure 1.2 Research Process 7 Figure 3.1 The Research Conceptual Framework 24 Figure 4.1 Structure Equation Modeling Analysis 38[[note]]學號: 600620776, 學年度: 10