The Impacts of Relationship Investment, Justice and Relationship Quality on Visitors’ Loyalty: An Empirical Study of Leisure Farms in Beijing and Ilan

• Main Authors: Yen, Tsai-Fa, 顏財發
• Other Authors: Chao-Lin Tuan, Ph.D.
• Format: Others
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/79109399410605022789

博士 === 國立屏東科技大學 === 熱帶農業暨國際合作系所 === 99 === Cross strait agriculture have adjusted agricultural structure as responded strategy while they face the impacts of internationalization and liberalization of economy during 21st century. Leisure tourism has become an important activity for citizen because income rose, free time increased, tourism habit established and infrastructure improved. Therefore, agricultural structure must be adjusted to fit domestic tourism. The new operating type of leisure agriculture may form after agricultural resources have been involved in tourism industry. With regard to new leisure farms increased, it faces homogeneity, high switching intentions and justice problems in marketing. How to response these problems has become an emergent issue. The objective of this study is to explore visitors’ view about the relationship among relationship investment, justice, relationship quality and visitors’ loyalty to cross strait leisure farms; try to verify which one of relationship investment and justice is the key element on impacting visitors’ loyalty; to distinguish the difference of visitors in Beijing and Ilan. Questionnaire designed for two areas’ visitors are adopted as instrument and survey was drawn to collect the data. Moreover, structural equation modeling (SEM) is adapted when the data was analyzed. The findings show that (1) relationship investment and justice can positively enhance relationship quality; (2) relationship investment and justice can impact visitors’ loyalty mediated by relationship quality; (3) the effect of relationship investment on visitors’ loyalty is larger than justice; (4) the significant difference on relationship investment and relationship quality is presented between visitors in Beijing and Ilan. Visitors in Ilan prefer preferential treatment of relationship investment. But those in Beijing prefer interpersonal communication. Finally, this study suggests farm managers in Ilan may improve the ways of preferential treatment and treat distributive justice issues first; those ones in Beijing may focus on interpersonal communication and procedural justice issues.