Service value, satisfaction, and switching barriers on behavioural intentions of farm tourists – A Taiwanese experience

• Main Authors: Chang-Tse Chen, 陳昌澤
• Other Authors: 蔡明志
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/83531662951726326167

碩士 === 國立宜蘭大學 === 經營管理研究所碩士班 === 95 === The purpose of this study is to construct a behavioural intention model to predict tourist’s intentions in regards to consuming farm tourism service. A Taiwanese agricultural farm is chosen as a case study. A sample of 226 family groups is collected using face-to-face interviews. Manifests associated with three antecedent factors, including service value, satisfaction and perceived switching barriers, are first tested using confirmatory factor analysis, followed by calibration of a structural equation model. Results suggest that all three variables have a direct effect on tourists’ behavioural intentions. Satisfaction appears to be the best predictor, followed by perceived switching barriers and service value. Interdependences between the three variables, notably the moderating effects of switching barriers, are also confirmed to better interpret tourist intentions. An examination of multi-group analysis indicates that the behavioural intentions of first-time and repeat tourists are not significantly different. Finally, based on a factor loading analysis, a number of effective marketing strategies for farm tourism are discussed and proposed.