Exploring the attractiveness of rural small travel the relationship between service quality and loyalty

• Main Authors: YANG, WEN-HUNG, 楊文鴻
• Other Authors: LIANG, TA-CHING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/kz873v

碩士 === 國立虎尾科技大學 === 休閒遊憩系碩士在職專班 === 107 === This study will use Renai International Travel Service as an object to conduct research and analysis using interviews. The attractiveness of rural tourism is based on service quality and loyalty. The research results are as follows: (1) Rural tourism attractiveness has a significant positive impact on loyalty ( 2) Service quality has a significant positive impact on loyalty; (3) Service quality has a significant positive impact on rural travel attractiveness. In addition to providing people with appropriate pressure, travel is also a way for relatives and friends to establish interpersonal interactions. According to Maslow's theory, when human beings meet the basic needs and develop into self-fulfilling needs, related social activities become part of life. False is a part of the national life and a necessary activity after the country's economic development is rich. When people are engaged in tourism activities, the most important thing is to release a few days to change their moods in a place where they are under intense stress. Tourism products are oriented from traditional producers. In response to the continuous renewal of service projects provided by travel websites in the Internet era, tourism information is more transparent, consumers are more likely to obtain more information on their own autonomy, and even local arrivals are small. Travel, tourism operators in response to this trend, tourism products design to meet consumer demand for consumer-oriented tourism. The tourism pattern of fragmentation has gradually become a trend, and the main source of tourists in the future comes from the younger generation of the 80s. Freedom has gradually become the main choice for the younger generation. With the transformation of domestic rural areas and the change of travel patterns of Chinese people, in recent years, there has been a wave of rural tourism. In addition to experiencing rural life, it emphasizes the use of rural food and DIY experience. It not only provides tourists with more choices of tourism, but also indirectly establishes direct marketing channels for agricultural products. It also provides another business development model for Taiwan's agricultural development, which will help Taiwan's rural sustainable development. However, how to successfully attract consumers into this trend One of the important topics, in addition to the delicious food, the quality of service provided by the countryside is also relatively important.