服務創新、遊憩體驗與遊客重遊意願關係之研究──以埔心牧場為例

A Study of the Relationship among Service Innovation, Recreation Experience and Revisit Intention-A Case Study of Pushin-Ranch

政府實施周休二日的政策後，興起國人對休閒的重視，休閒農場隨之需求大量增設。埔心牧場為北台灣第一座牧場，更被桃園市政府指定展業觀光區，近年來也增設許多體驗活動，增加遊客的遊憩體驗進而增加遊客前往的意願，並能根據研究結果提出建議，給予埔心牧場作為改善的依據。本研究主要以埔心牧場遊客為研究對象，探討服務創新、遊憩體驗與重遊意願等變數之因果關係，以信度分析及迴歸分析法進行統計分析。研究結果發現：分析服務創新與遊憩體驗對遊客重遊意願的關聯性，發現服務創新對遊憩體驗有顯著影響、服務創新對重遊意願有顯著影響，遊憩體驗對遊客重遊意願的顯著影響均得到支持；服務品質透過遊憩體驗對顧客重遊意願有中介效果。

After the government implemented the policy of two days off a week, the rise of the Chinese people's emphasis on leisure, the demand for leisure farms increased. Pushin-Ranch is the first ranch in northern Taiwan. It has also been designated as a tourism area by the Taoyuan City Government. In recent years, many experience activities have been added to increase the recreational experience of tourists and increase the willingness of tourists to visit, and can make suggestions based on the research results. Give Pushin-Ranch as a basis for improvement. The purpose of this research is to analyze the effect of service innovation and recreation experience revisit intention for Pushin-Ranch’s visitors. The conclusions and suggestions were listed as follows. The tools used for data analysis are correlation analysis and regression analysis. The results of this research are as following: To analyze the correlation among service innovation, recreation experience and revisit intention. The result reveals that service innovation has a significant effect on recreation experience and revisit intention. Besides, recreation experience has much influence on service innovation as well. In other words, recreation experience has mediating effect, on service innovation and revisit intention.