Application of IPA Analysis on Examining the Influences of Fu-Shan Botanical Garden's Service Elements on Visitors' Revisiting Intention

• Main Author: 翁松元
• Other Authors: 楊雅棠博士
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/8k6muu

碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 107 === Abstract Application of IPA Analysis on Examining the Influences of Fu-Shan Botanical Garden's Service Elements on Visitors' Revisiting Intention By Weng,Sung-Yuan MAY 2019 ADVISOR(S) : Dr. Yang, Ya-Tang DEPARTMENT: Department of Business Administration The value of the Fushan Botanical Garden is based on its special location and geographical characteristics by systematically collecting Taiwan's low-altitude native plants for academic research, environmental education, resource conservation and forest recreation. The Botanical Garden is only open to visitors making appointment in advance and has been offering free admission, tour guides, daily restrictions on the number of visitors. The park has its off days regularly for maintenance. The nonprofit orientation is different from the general metropolitan area botanical gardens or the forest recreation areas that provide both accommodation and are profit-oriented. This study takes Fukuyama Botanical Garden as the research target and explores visitors’ perception on the core services provided by the Fushan Botanical Garden as well as its extended subsidiary services. The IPA analysis is implemented based on the Service Flower Framework of Lovelock (1995). The survey is implemented during the middle of November through the end of December 2018 surveying visitors to the Fushan Botanical Garden. A sample of 420 are surveyed with 303 valid responses, constituting 72.17% valid sample. The results show that the importance of cognition of service elements before the trip and the satisfaction of the experience after visiting the Garden are compared and the relevance of the willingness to revisit is tested. Of the total of 40 items, 17 items fall in the first quadrant (A) "Continue to Hold" area. There are 4 items in the "Oversupply" area that is the second quadrant (B). There are 14 items in the third quadrant (C) "low priority" area. Falling in the fourth quadrant (D), there are 5 items in the "Strengthening Improvement" area. The results of the regression analthis reveal significant differences which means that the hypotheses are supported including: H1: tourist's recognition of the importance of service elements are positively correlate to the willingness to revisit, and H2: Tourists' satisfaction with service factors and the willingness to revisit are positively correlated. The above research results provide future management strategies and improvement suggestions for Fushan Botanical Garden.