服務創新、體驗價值與重遊意願之研究—以桃園市林家古厝休閒農場為例

A Study of Service Innovation , Experiential Value and Revisiting Intention - The Case of Linjia Ancient Leisure Farm in Taoyuan City

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。林家古厝休閒農場為北台灣最具代表性的休閒農場之一，近年來也增設許多體驗活動，增加遊客的體驗價值進而增加遊客前往的意願，並能根據研究結果提出建議，給予休閒農場經營者作為改善的依據。本研究主要以桃園市林家古厝休閒農場遊客為研究對象，探討服務創新、體驗價值與遊客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：由分析服務創新與體驗價值對遊客重遊意願的關聯性中，發現服務創新對體驗價值有顯著影響、服務創新對重遊意願有顯著影響、體驗價值對遊客重遊意願的顯著影響均得到支持;服務創新透過體驗價值對重遊意願具有仲介效果。

After the government implemented the policy of two days off every week, the rise of the Chinese people's emphasis on leisure, the demand for leisure farms increased. The Linjia Ancient Leisure Farm is one of the most representative leisure farms in northern Taiwan. In recent years, many experience activities have been added to increase the experience value of tourists and increase the willingness of tourists to visit. It can also make suggestions based on the research results and provide leisure farm management. As the basis for improvement. The purpose of this research is to analyze the effect of service innovation and experiential value, revisiting intention for Linjia Ancient Leisure Farm in Taoyuan City. 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, experiential value and revisiting intention. The result reveals that service innovation has a significant effect on experiential value and revisiting intention. Besides, experiential value has much influence on service innovation as well. In other words, experiential value has mediating effect, on service innovation and revisiting intention.