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E92004
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促銷活動及知名度影響休閒農場知覺價值與旅遊意願之分析
The Influences of Leisure Farm\'s Promotion Activity and Reputation on Perceived Value and Tourism Intention
1.林俊昇
1.Jeun-sheng Lin
1.國立屏東商業技術學院行銷與流通管理系
1.Department of Marketing and Logistics Management, National Pingtung Institute of Commerce
001,002,003,004
1.國立屏東商業技術學院行銷與流通管理系
1.Department of Marketing and Logistics Management, National Pingtung Institute of Commerce
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2003-08-01
A.14 計畫執行期間(訖):2004-07-31
2004-04-152004-05-31
A.16 收到日期:2004-07-28
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二十歲以上參與休閒農場之遊客

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C.2 聯絡日期:2004-07-30
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1.國立屏東商業技術學院行銷與流通管理系
1.Department of Marketing and Logistics Management, National Pingtung Institute of Commerce
1
C.7 資料公開日期:2005-08-01
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1.休閒農場
2.知名度
3.知覺價值
4.促銷活動
5.旅遊意願
1.Intention
2.Leisure Farm
3.Perceived Value
4.Promotion Activity
5.Repitation
 遊客蒐集旅遊之知名度及促銷活動等相關資訊作為安排旅遊活動的參考,其目的是提昇旅遊品質及降低旅遊的不確定性,透過心理認知的變化過程,進而影響其旅 遊意願。因此探討休閒農場知名度高低是否影響消費者的評價認知,包括知覺品質、知覺價值及知覺風險等;且廣告促銷價格也會透過評價認知的改變,進而影響其 旅遊意願;而農場知名度高低與廣告促銷價格是否存在交叉效果,進而對消費者的評價認知產生影響,文中建構結構方程式模型( Structural Equation Modeling, SEM)來探討此整合關聯性的分析,並以休閒農場遊客為受訪對象進行調查。

根據利用LISREL程序進行參數估計結果發現如下:愈具高知名度農場會明顯降低遊客的風險認知,但對旅遊意願、知覺價值和知覺品質?無影響;廣告促 銷價對知覺品質有提昇作用,但卻會降低旅遊的意願;降低知覺風險對農場知覺價值有提升效果,可是對知覺品質作用卻不明顯,對遊客旅遊意願的提高是有正向作 用;在知覺品質則對農場旅遊意願及知覺價值均有增加的現象。

Tourists collect traveling information for making itinerary arrangement to enhance the traveling quality and decreasing uncertainties. In the process of gathering travel related information, such as the reputation of the traveling destination and advertisement promotions, tourists might change their psychological perception of the traveling destination and thus influencing the intent or interest for making the trip. The purpose of this study is to investigate whether the reputation (well known versus not well known), advertisement promotions, and the interaction between reputation and sales promotion of the leisure farms would influence the consumers\' perception evaluation on the quality, value, and risks associated with the traveling destination. The structural equation modeling method was used to conduct the integrated analyses on the relationships between the latent variables and the manifest variables. On site questionnaire were distributed to the tourists on the leisure farms to collect the relevant information for the study. The estimated results using LISREL procedure show that: the fame of the leisure farms would decrease the tourists risk perception, but did not have significant effect on the interest to travel, perceived value, and the perceived quality. During the off-season, advertisement promotion price did increase the perceived quality, but would decrease the interest for traveling; the reduction in perceived risks would increase the perceived value on the farms, and increase the interest for traveling, but did not have significant effect on the perceived quality. The increase in the perceived quality would increase the traveling interest and the perceived value

D.16 完成檢誤日期:2004-09-23
D.17 預定釋出日期:2005-08-01
D.18 初次釋出日期:2005-08-01
D.19_1 最新版釋出日期:2005-08-01
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10.6141/TW-SRDA-E92004-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E92004
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