| Summary: | 碩士 === 佛光大學 === 管理學系 === 105 === According to the “Taiwan Leisure Farms Development Association statistics”, Yilan County has 15 leisure agriculture areas, the highest number in Taiwan. In recent years, the traffic flow has become denser during holidays and weekends in Yilan. Lots of traffic not only promotes the trips to local leisure agriculture areas but also has some effects on local economy, environment, society, culture, etc. Therefore, it becomes an important issue to understand how these leisure agriculture areas are able to attract more tourists by achieving differentiation advantages and then improving service quality under conditions of limited resources.
From the viewpoint of the KANO, this study explores the service quality of a leisure agriculture area. At first, based on the five dimensions of the gap model of service quality, Garvin’s (1987) two dimensions of product quality, and KANO’s two-dimensional quality model, the close ended questionnaire on service quality for tourists is developed and the categories of factors and attributes are defined. The results of this analysis indicate twelve attractive qualities and one must-be quality. Then, the semi-open-ended questionnaire for in-depth interview is conducted based on these indicated qualities. The NVivo software package is used for executing attribute analysis and frequency distribution of the survey data sets.
In this study, there are two principles to generate propositions: node coverage rate and frequency distribution for each dimension, levels of significance of attribute analysis for selected dimensions. As a result, ten propositions are submitted. They are as follows. The 1st propostion based on tangibility dimension: a professional tour guide manual should include the content of interpreting the characteristics of local cultural landscapes in addition to its basic function of providing local map information, and then this incorporation can promote that local tourists engage in intellectual tourism. The 2nd proposition based on tangibility dimension: the physical facilities of each leisure agriculture area should have its own unique characteristics, and its organized manpower training programs should exactly carry out guiding and interpreting skills for offering services to tourists. The 3rd proposition based on reliability dimension: the interpreter of stores should understand local culture & history and develop his/her interpreting skills before he/she offers this service to tourists; this prepration can help tourists understand information about activities, and create the richness of provided services to make tourists feel rewarded; therefore, they will revisit the same place. The 4th proposition based on responsiveness dimension: service staff can actively respond to the needs of tourists under given circumstances and take notes, and then these notes can be helpful to draw up a standard operating procedures to improve service quality in the future. The 5th propostion based on assurance dimension: the environment and facilities of leisure agriculture areas should comply with safety requirements of law and regulations; a public liability insurance policy should be taken out; an emergency medical treatment network should be established; therefore, tourists can have a safe trip. The 6th propostion based on assurance dimension: service staff must be familiar with the entire planned tours and provide complete tourism information for tourists with professional attitude, and then tourists will have a higher desire to return. The 7the proposition based on empathy dimension: store staff should carefully observe the special needs of different tourists, take the initiative to ask them about their needs, as well as provide customized services to make tourists feel being concerned and respected, and then the level of satisfaction of tourists can be raised. The 8th proposition based on perceived quality dimension: the environment, facilities, as well as the quality of products and provided activities of leisure agriculture areas will affect the image and reputation of local stores. The 9th proposition based on aesthetic dimension: commodities should be designed to possess the characteristics of local areas and to meet the needs of tourists, and then this consideration can increase tourists’ desire to purchase those commodities and enble the economic profit of stores to grow. The 10th proposition: public officials are more concerned with tangibility, reliability, assurance of service quality than shopkeepers of leisure agriculture areas and scholars.
Twenty-first century economies will enter the experience economy (Pine & Gilmore, 1998), therefore, the leisure agriculture area should be "experience" as one of its most important core values. Moreover, the marketing activities of leisure farms should not only be the main purpose of selling goods or services, but also the experience activities should be integrated into the consumer behavior, by consumers experience the process of products or services, thereby enhancing product value and service quality.
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