African Journal of Estate and Property Management

African Journal of Estate and Property Management ISSN 9671-8498 Vol. 5 (7), pp. 001-017, July, 2018. © International Scholars Journals

Full Length Research Paper

The effects of service quality, tourism impact, and tourist satisfaction on tourist choice of leisure farming types

Chin-Hung Liu* and Li-Chen Yen

Department of Business Administration, National Chin-Yi University of Technology 35, Lane 215, Sec. 1, Chung-Shan RD. Taiping City, Taichung County, 411, Taiwan, R.O.C.

Accepted 12 November, 2017

Abstract

In the highly-competitive leisure service industry, improving service quality to gain competitive advantages is the only key to sustainable management of leisure agriculture. However, developing leisure farming may cause positive and negative impact on local economy, social culture, and environment. Therefore, how to identify the factors affecting tourist choice of leisure farming types is an important issue which is worth studying. Leisure farming tourists living in Taiwan were selected as research subjects. The sampling survey is executed by questionnaires. The collected data are also analyzed by using statistical methods. The research results show: (1) there are positive relationships among service quality, positive tourism impact, and total tourist satisfaction; (2) some demographic variables may lead to significant difference in perception of service quality, tourism impact, and total tourist satisfaction; (3) tangibles and assurance of service quality, positive economy and positive social culture of tourism impact significantly influence tourist choice of leisure farming types; (4) there are significantly positive and direct effects between service quality and positive tourism impact, and positive tourism impact and total tourist satisfaction, but significantly negative and direct effects between service quality and negative tourism impact, and negative tourism impact and total tourist satisfaction through Amos analysis.

Key words: Leisure farming, service quality, positive/negative tourism impact, total tourist satisfaction.