促銷價格及知名度影響休閒農場評價認知與旅遊意願之分析

The Analysis on Effects of Leisure Farm’s Price Promotion and Reputation on Perceived Value and Tourism Intention

遊客蒐集旅遊地點之知名度及促銷活動等相關資訊作為安排旅遊活動的參考，其目的是提昇旅遊品質及降低旅遊的不確定性，透過心理認知的變化過程，進而影響其旅遊意願。因此探討休閒農場知名度高低是否影響消費者的評價認知，包括知覺品質、知覺價值及知覺風險等；且促銷價格也會透過評價認知的改變，進而影響其旅遊意願；而農場知名度高低與促銷價格是否存在交叉效果，進而對消費者的評價認知產生影響，文中建構結構方程式模型（structural equation modeling, 簡稱SEM）來探討此整合關聯性的分析。結果顯示愈具高知名度農場會明顯降低遊客的風險認知，但對旅遊意願、知覺價值和知覺品質卻無影響；促銷價格對知覺品質有提昇作用，但對提高旅遊意願之直接效果並不明顯，若促銷價能配合其它節慶活動，藉由提升其知覺價值之間接效果，則對增加旅遊意願有正面效果；降低知覺風險對農場知覺價值有提昇效果，對知覺品質作用不明顯，但對遊客旅遊意願的提高有正向作用；提升知覺品質確實對於農場旅遊意願及知覺價值均有增加的效果。

Tourists collect traveling information for making itinerary arrangement toenhance the traveling quality and decreasing uncertainties. In the process ofgathering travel related information, such as the reputation of the travelingdestination and advertisement promotions, tourists might change theirpsychological perception of the traveling destination and thus influencing theintent or interest for making the trip. The purpose of this study is toinvestigate whether the reputation (well known versus not well known),advertisement promotions, and the interaction between reputation and salespromotion of the leisure farms would influence the consumers’ perceptionevaluation on the quality, value, and risks associated with the travelingdestination. The structural equation modeling method was used to conductthe integrated analyses on the relationships between the latent variables andthe manifest variables. On site questionnaire were distributed to the touristson the leisure farms to collect the relevant information for the study. Theestimated results using LISREL procedure show that: the fame of the leisurefarms would decrease the tourists risk perception, but did not havesignificant effect on the interest to travel, perceived value, and the perceivedquality. Advertisement promotion price did increase the perceived quality, butwould decrease the interest for traveling; the reduction in perceived riskswould increase the perceived value on the farms, and increase the interestfor traveling, but did not have significant effect on the perceived quality. Theincrease in the perceived quality would increase the traveling interest andthe perceived value.