生態農場與休閒農場遊客行為之研究

A study of tourist behavior on the eco-farms and leisure farms

王鵬森(Peng-Sen Wang) ； 方正中(Jeng-Jung Fang) ； 蔡育峻(Yu-Chun Tsai)

《耕莘學報》 15期 (2017/12) Pp. 5-23

摘要

發展休閒農業是農業轉型的方法之一，加上政府倡導週休二日正當之休閒活動，進而促成國人於農場旅遊的意願提昇。本研究根據遊客參與休閒與生態農場之消費特性、旅遊動機、遊憩體驗與活動滿意度之間的相關性，去分析遊客的消費行為，研究顯示：（一）在生態、休閒農場之遊客背景中，以女性居多，職業以學生之比例最高。（二）在旅遊屬性方面，遊客大多為一年只前往一次生態或休閒農場的遊客；當生態、休閒農場提供遊客旅遊動機的體驗程度越大時，遊客的滿意度也會隨之提升。（三）分析旅遊動機在人口統計變數下之差異性結果得知，性別、婚姻、職業（家庭主婦）、個人月收入（五萬至七萬）、家庭月收入（五萬至14萬），這幾項有顯著差異。（四）分析遊客活動滿意度在人口統計變數下之差異性結果得知，職業（學生、軍公教人員）、學歷（國小）、家庭月收入（五萬以下），這幾項有顯著差異。（五）分析旅遊動機在消費特性變數下之差異性結果得知，在生態農場平均花費約3000元之族群較能體驗「獨特的農村景緻」。最後我們根據研究結果，提出管理實務上的應用，以做為業者在農場管理、顧客服務以及策略應用等規劃上的參考。

關鍵字

休閒農場 ； 生態農場 ； 消費者行為

並列摘要

The development of leisure agriculture is one of the methods of agricultural transformation and with the government's two-day-off-per-week policy to promote leisure activities, more and more people in Taiwan are willing to take a farm trip. This study analyzes consumer behavior of tourists according to the correlation between consumer characteristics on leisure farms and eco-farms, tourism motivation, recreational experience, and activity satisfaction levels. The results of the study are revealed as follows: 1. The analysis of backgrounds of tourists on both the ecology and leisure farms reveals that female tourists outnumber male ones. As for occupation, students account for the largest proportion of the tourists. 2. In terms of tourism properties, most tourists visit the eco- or leisure farms once a year. With higher tourism incentives provided by those farms, tourist satisfaction levels will rise accordingly. 3. The analysis of differences in tourism motivations under demographic variables shows there are significant differences in sex, marriage, occupation (housewives), individual monthly income (50,000 to 70,000),and household monthly income (50,000 to 140,000) 4. The analysis of the differences in tourists´ activity satisfactions under demographic variables shows there are significant differences in occupation (students, military and government staff), education levels (primary school) and household monthly income (below 50,000). 5. The analysis of differences in tourism motivations under consumer characteristics variables shows tourists who spend about an average of 30,000 on eco- farms are more likely to experience unique farm culture. The result of this study will be useful for farmers empirically to plan better strategies in farm management, customer service and marketing.

並列關鍵字

Eco-farm ； Leisure Farm ； Consumer Behavior