| Summary: | 碩士 === 國立嘉義大學 === 管院碩士在職專班 === 103 === Abstract
The quality of leisure farm varies greatly recently. How to improve these situations become the primary and important concern of managers for leisure farm. The purposes of this study are to examine the relationships among farm image, perceived quality, perceived value, satisfaction and behavior intention of leisure farms. Through formal questionnaire survey, the subjects in this study are the tourists visited Touchen Leisure Farm in I-Lan. A total of 185 questionnaires are collected. The effective sample rate in this study is 61.7%. The findings of this study are as follow: 1.Farm image has a positive effect on perceived quality. 2.Perceived quality has a positive effect on perceived value.
3.Perceived quality has a positive effect on satisfaction. 4.Perceived value has a positive effect on behavior intention of leisure farms. 5.Satisfaction has a positive effect on behavior intention of leisure farms.
In order to facilitate tourists' behavior intention, the managers of leisure farm should enhance tourists' perceived value and satisfaction, and shape farm image overall. Based on above results, recommendations for Touchen Leisure Farm are as follow: First, the managers of leisure farm should strengthen existing core resources and create competitive advantages. Second, the managers of leisure farm should adopt PZB service quality deficiency model to management practices. Third, the managers of leisure farm should emphasize brand marketing and strategic alliance.
Key words: farm image, perceived quality, perceived value, satisfaction, behavior intention of leisure farms
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