| Summary: | 碩士 === 逢甲大學 === 土地管理所 === 96 === Agritourism is not a new phenomenon. The main motives of visitor who participate in agritourism are enjoying their holidays, liking nature, relexing, and self-learning. Cordial service and agritourism operation are the chosen keys for many visitors. And more, agritourism offers visitor a quite nice tourism place different from regular life experiences, so visitors would develop loyalty and repeat visitation. From year 2000, public and private sectors actively drive agritourism for against WTO seriously influence in agriculture, and through 2004, total 1,102 service providers are double growth than previous ones before joining WTO. In 2002, Council Agriculture Executive Yuan estimated agritourism visitors approximate 49,130,000, and the average of frequency is more twice, it obviously shows the agritourism gradually becomes one of the main tourism. Owing to the rapid growth of service providers, how to maintain the long and closed relation and improve loyalty would be an important management issues. It would be the less cost in maintaining old-relation than in netting new ones and the loyal customers would be create outstanding profits. Previous researches point out that benefits are the drive between customers and firms, and customers are willing to keep relationship proneness with firms depending on the relational benefits which firms offer. Hence, this research takes the agritourism for example to study : (1) is relational benefits suitable for agritourism? (2) the influence of relational benefits and relationship proneness on loyalty (3) the difference between the first time and repeat visitors under relational benefits, relationship proneness, loyalty research model. A convenient sampling was chosen. A total of 485 tourists were interviewed in Shiin-Shen. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings show that: (1) relational benefits include special treatment benefits and confidence benefits (2) the influence of relational benefits treats loyalty is greater than relationship proneness by total, the first time and repeat samples (3) only repeat ones positively impact on loyalty than relationship proneness. In conclusion, service providers should invest relational benefits on all visitors, and relationship proneness on the repeat ones to develop the visitors’ loyalty.
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