| Summary: | 博士 === 國立雲林科技大學 === 管理研究所博士班 === 102 === In United States, England, France, and Australia, the horse touches upon the lives of so many people on a regular basis, some people watching racing on television or going to equine shows, and the others riding regularly or occasionally, even working in the horse industry. Although Taiwan is not a major breeding horses country, but there are many equestrian clubs in the rural areas and cities. These illustrate that the equestrian activities in Taiwan is a potential market. This study aims to explore the business and administration pattern of equestrian enterprises as well as to examine the relationship between service experience, attitudinal loyalty and behavior loyalty using the samples of equestrian recreationists. Data collection was performed by using field survey and on-site questionnaire survey. Descriptive statistics were analyzed by using SPSS 17.0 for Windows. Confirmatory factor analysis and structural equation model analysis were performed using LISREL 8.70 for Windows. The results indicated that approximately 40 equestrian enterprises distributed widely in Taiwan. The business and administration type had been classified as four types: equestrian club, foster care, hippotherapy, and horse ranch, in which the equestrian club is the dominant in recreationists. Analytical results indicated that facility dimension positively and significantly affected attitudinal loyalty directly and behavioral loyalty indirectly. Service experience positively and significantly affected attitudinal loyalty directly, in turn, affected behavioral loyalty indirectly. Attitudinal loyalty mediated the relationship between service experience and behavioral loyalty. The paper concludes by identifying the conceptual relationships and discussing the practical management implications of the findings.
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