A Study on Campsite Attractiveness, Service Quality, and Repurchase Intention-Using a Campsite in Hsinchu County as the Example

• Main Authors: TANG,YU-YING, 唐玉英
• Other Authors: Lai, Ting-Chang
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2pa88y

碩士 === 玄奘大學 === 企業管理學系碩士在職專班 === 107 === Abundant in natural landscape resources, The mountains comprise seventy percent of Taiwan’s land area, attracting people and leading to an increased demand for outdoor leisure activities in nature. With the advancement of modern technology and changes in lifestyle, new risks in life and the challenge of work stress have led to occurrences of physical and psychological problems. Therefore, many proprietors have begun planning environments for outdoor recreational activities and launched innovative campsites to attract people fond of outdoor leisure activities, with tents set up as accommodation at campsites. Can this trend continue? Or can they lead to business opportunities with more benefits? These are the motivations in this study and the purposes of the empirical study. This study aims to explore campsite attractiveness, service quality, and repurchase intention - using a campsite in Hsinchu County as the example. The random sampling method was adopted for the questionnaire survey. 200 questionnaires were distributed, of which 181 were valid. The SPSS statistical software was used to carry out analysis, thereby gaining an insight into campsite equipment, management environment, and service quality on the repurchase intention of consumers. Research findings show that the interactive design and service quality of camping sites are the part that draw consumers’ attention. Camping site facility planning can include interesting and parent-child fitness package activities to enhance customer satisfaction. Management environment and service quality are also important indicators for consumers’ intention to revisit the camping sites. The research results shall serve as a reference for proprietors when managing their camping business.