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Jennifer Min
Professor, Department of International Business
Ming Chuan University, Taipei, Taiwan
Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Chien-Lin Lin
Associate Professor, Department of Tourism and Leisure
Hsing Wu University, Taipei, Taiwan

Vivian Hui-Wen Tang
Professor, International Business Department,
Ming Chuan University, Taoyuan City Taiwan

 

Abstract

In the face of environmental changes, the traditional agricultural industry in Taiwan has transformed into leisure farms to achieve greater economic efficiency and increased supplementary profits. However, while the government has devoted considerable efforts to promoting the service quality of leisure farms, there has been relatively little discussion or awareness of the need to evaluate the farms service quality. Therefore, this study aims to assess service quality performance by farm visitors using IPGA (Importance-Performance Analysis (IPA) and Gap model) to determine how tourists perceive farms’ service quality while touring. This study additionally aims to identify service quality areas that need further improvements. A convenience sampling strategy was used to recruit 880 tourism visitors from 15 leisure farms island-wide. Overall, the results indicated most farms were not adequately meeting visitors’ expectations. Suitable service quality improvement plans and strategies are proposed based on the findings. In practice, the information could serve as a reference for tourism authorities and farm operators/managers to identify priority service needs and allocate resources to meet farm visitors’ expectations.

Keywords: Management, Leisure Farms, Agricultural Industry, Service Quality, Farm Tourists, Priority

 

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