| Summary: | 碩士 === 長榮大學 === 企業管理學系碩士班 === 102 === In recent years, people have valued more on leisure activities day by day, which promotes the thriving growth of leisure agriculture. Researches related with leisure farms all mainly focus on the research of leisure farms management characteristics, strategies, and transformation, but researches related with leisure farms relationship marketing are less. Therefore, how keep long-term and good relationship with tourists, and increase tourists’ loyalty and make tourists be willing to keep good relationship with leisure farms, so the trade activity can keep on going. It is a very important topic. This research is based on “commitment-trust theory” model raised by Morgan & Hunt (1994) was used as foundation, the property of leisure farms was also considered, and Garbarino & Johnson (1999), Tax et al. (1998) and other relevant researches were used as references, so the mode was made moderate modification, expecting to construct a set of relationship marketing mode that is applicable to leisure farms .
The research objects in this study is based on tourists in service quality certification of Taiwan Leisure Farms Development Association. There are total of 226 valid replies received. By using path analysis, we make the experimental analysis on the Relationship marketing model created by this research. And we can find that “relationship benefits,” “relationship termination costs,” “communication,” “opportunistic behavior,” “farm security,” “farm service,” and “complain satisfaction that deal with” can pass “relationship commitment,” “trust” and “overall satisfaction” to influence “the future intentions” of tourists. Finally, we also find that “relationship benefits” and “farm service” can direct influence “the future intentions”.
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