A Study of Visitors’ Travel Satisfaction and Consumer Behavior－Chiayi Farm Ecological Resort

• Main Authors: Hsiao-wen Li, 李筱雯
• Other Authors: Jong-jeng Liang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/10745952476757247382

碩士 === 大仁科技大學 === 休閒健康管理研究所 === 95 === The purpose of this study was to investigate the travel satisfaction and the relationship between travel satisfaction and their consuming behaviors at Chiayi Farm. Since Chiayi Farm is the first successful case of domestic ROT rehabilitate operate and transfer from public sector that lease to private service industry. Chiayi Farm possessed highest organizational performance within eight national leisure farms in Taiwan, and received many national awards during three years. The excellent management of Chiayi Farm served as benchmarking for many domestic service industries to improve their service quality. Total 300 questionnaires were administered and 211 useful ones were acquired; the effective response rate reported 73.67%. This finding revealed that respondents’ perceived experience positively related to their satisfaction and respondents’ satisfaction positively related to their revisiting willingness as well. Suggesting were made for further study, government and related industries.