| Summary: | 碩士 === 國立宜蘭大學 === 經營管理研究所碩士班 === 96 === The purpose of this study is to construct a satisfaction model to predict tourist’s satisfaction in regards to consuming farm tourism service. A Taiwanese agricultural farm is chosen as a case study. A sample of 354 overseas Chinese groups is collected using face-to-face interviews. Singapore and Malaysia tourists are 208 as group 1, Hong Kong and Macao tourists are 146 as group 2. Manifests associated with three antecedent factors, including service quality, sacrifice and service value, are first tested using confirmatory factor analysis, followed by calibration of a structural equation model. Results suggest that service quality has a direct effect on service value, sacrifice has a negative effect on service value and service value has a direct effect on satisfaction. But the negative effect of sacrifice on service value is not supported in group 2. Interdependences between the three variables, notably the moderating effects of sacrifice, are also confirmed to better interpret service value. Finally, based on a factor loading analysis, a number of effective marketing strategies for farm tourism are discussed and proposed.
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