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.