漁村餐食吸引力、服務品質與忠誠度之關係──以雲林縣好蝦冏男社為例

近年鄉村旅遊更以美味餐食為重要的吸引力，鄉村除了提供在地餐食外，間接提供農漁產品行銷到顧客的直接通路；這股風潮也確實成功吸引消費者到鄉村旅遊的重要動機，在地餐食除了具有特色美味外，在周邊所提供的用餐環境衛生或服務品質也相對重要。本研究將以雲林縣口湖鄉著名的好蝦冏男社（白蝦養殖場）為對象，以來到此地用餐之遊客為對象，發放問卷，以結構方程式（SEM）進行研究分析，餐食吸引力、服務品質、忠誠度之構面，探討相互之間的關係。其研究結果顯示：1.餐食吸引力對忠誠度的影響值為正向的0.241，由此可知餐食吸引力具正向影響忠誠度，但沒有顯著差異，因此假設部分成立。2.服務品質對餐食吸引力的影響值為正向的0.830，服務品質對忠誠度的影響值為正向的0.637，經檢定假設成立。3.服務品質對餐食吸引力的影響值為正向的0.830，經檢定假設成立。4.服務品質對於忠誠度的總效果為0.837，其中餐食吸引力做為間接效果為0.200，小於直接效果0.637，所以在此模型中，具有部分中介效果，但不顯著，因此假設部分成立。

In recent years, a wave influences of rural tourism. Not only enjoy the countryside, but also enjoy the food in the countryside. Not just to offer visitors in addition to restaurants outside the dining place, more to provide path of agricultural product marketing, faced with this trend, how to successfully attract consumers to become one of the important issues. In addition to meals delicious or not, the quality of service provided is important, too. This study aim actual visit to Shrimp Farm of tourist. Focus on attractiveness of food, service quality and loyalty. The research results show as follow, (1)Meal attraction has a positive effect on loyalty, but not significantly. (2)Service quality has a positive impact on loyalty. (3)Service quality has a significant on food attractiveness. (4)Meal attraction has some effect on service quality and loyalty, but not significant.