| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 99 === The objective of this study was explored how Justice through satisfaction influence trust, word of Mouth and revisting willingness. A survey was conducted in the Dakeng Leisure Farm in Tainan County. A total of 415 valid questionnaires were obtained in a face to face interview to Dakeng visitors. The statistical analysis in this study includes t-test, one-way ANOVA, Pearson product-moment correlation and path analysis. All the analyses were run using the SPSS.
The empirical results are described as follow. The demographic analysis, six groups were identified as the highest consumption group (1) females, age 20 to 29; (2) occupation, army and government officers; (3) education level, university degree; (4) residential area, south Taiwan; (5) monthly income, NT$25,000 to 40,000; (6) visit frequency, first visit.
Leisure farm visitors’ justice, satisfaction, trust, word of mouth, revisiting willingness were all significant different. The significant demographic variables include gender, occupation, age, education level and monthly income. Age variable had the highest level of acceptance on satisfaction, trust, word of mouth and revisiting willingness. Low education level variable was high significant on satisfaction, trust, word of mouth and revisiting willingness. However, higher education level was high significant on justice. Monthly income was significant on the five dimensions used in this study.
Justice, satisfaction, trust, word of mouth and revisiting willingness had equal positive significant effect. Satisfaction through trust directly impact word of mouth and this one on revisiting willingness. That is, good word of mouth and revisiting willingness will influence satisfaction and trust. Therefore, to allow tourists to have a good word of mouth and revisiting willingness, both satisfaction and trust should be enhanced through the business objectives.
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