| Summary: | 碩士 === 國立中興大學 === 生物產業管理研究所 === 105 === In recent years with the change of tourism habits and social values, nationality put emphasis on leisure life. People increase frequency of traveling, the rapid development of B&B industry and competition is fierce guests can communicate with the owner, and make use of natural resources and local specialties, provide dining and accommodation. The majority of bed and breakfast began to emerge, the majority of managers due to lack of professional knowledge and management resulting in uneven quality of service, a long time down to cause poor management problems. Therefore, the purpose of this study is to explore the effective response strategy through the influence of service quality, destination image, utilitarian value and hedonic value on the revisiting Intention, and to give visitors a special experience by making the visitors experience the local human environment and planning the activities, to enhance the revisiting Intention of visitors. The study designed inquiry papers for investigation, the object and participants are random samples, chosen from the tourism in Nantou area. The data was collected by questionnaire and analyzed by statistical methods, including reliability analysis、confirmatory factor analysis(CFA) and structural equation modeling(SEM). The major results are: First, service quality is found to exert a direct, positive effect on utilitarian and hedonic value. Second, destination image is found to exert a direct, positive effect on utilitarian and hedonic value, Third utilitarian value is found to exert a direct, positive effect on revisiting Intention. Fourth, utilitarian value was partly mediated between service quality, destination image and revisiting Intention.
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