休閒農業遊客遊憩動機、遊憩體驗及遊憩滿意度之關連性分析－以飛牛牧場為例

A Study of the Relationships among Recreation Motivation, Recreation Experience, and Recreation satisfaction: A Study in Flying Cow Ranch

夏榕文(Jung-Wen Hsia) ； 徐嬌春(Jiao-Chun Syu)

《中華管理學報》 11卷4期 (2010/12) Pp. 37-53

https://doi.org/10.30053/CHJM.201012.0002

摘要

休閒農業是台灣傳統農業轉型的新興產業，歸屬於休閒產業。該產業的特色在於豐富的農業生產、農村文化資源、及豐富的田園自然景觀，近年來休閒農場經營績效良莠不齊，許多休閒農場都面臨經營不善的問題，所以如何提高遊客對休閒農場之遊憩體驗與遊憩滿意度是值得探討的議題，本研究意欲探討遊客之遊憩動機會如何影響遊憩體驗與遊憩滿意度。本研究選取行銷績效良好的苗栗飛牛牧場之遊客為研究對象，採用便利抽樣的方式進行，總計回收205份有效問卷，在假設的檢定方面，本研究採用複迴歸分析法進行分析。經由實證分析後，得出主要的研究結果為：（1）遊客目的學習動機會對娛樂體驗產生影響。（2）遊客輕鬆情感動機會對教育體驗、跳脫現實體驗、及美學體驗產生影響。（3）遊客探索新奇動機會對娛樂體驗、教育體驗、跳脫現實體驗、及美學體驗產生影響。（4）遊客目的學習動機、輕鬆情感動機、及探索新奇動機均對遊客遊憩滿意度產生影響。本研究並提出對實務界與未來學術研究之建議，並希冀本研究能對休閒農場之經營管理提供有價值之建議。

關鍵字

遊憩動機 ； 遊憩體驗 ； 遊憩滿意度

並列摘要

Leisure farming industry is the emerging transformation of Taiwan's traditional farming industry. Leisure farming is one of the important policies of agriculture development in our country. It is also a kind of recreation industry. Leisure farming possesses rich agriculture products, culture resources of the rural area, rich farmlands, and natural landscape. In recent years, leisure farming business performance are quiet different. Many leisure farming are facing the poor performance problem. Therefore, it is interesting for researcher to investigate how to increase travelers' recreation experience and recreational satisfaction.The research aims to the relationships among recreation motivation, recreation experience, and recreation satisfaction. Samples were selected from the tourists in Flying Cow Ranch. 205 effective questionnaires were collected. Multi-regression analysis is used to test the hypotheses.The findings showed that: (1) the learning oriented motivation has significantly positive influence on entertainment experience. (2) the relaxed feelings motivation has significantly positive influence on educational experience, escapist experience, and esthetic experience. (3) the exploring novelty motivation has significantly positive influence on entertainment experience, educational experience, escapist experience, and esthetic experience. (4) the learning oriented motivation, the relaxed feelings motivation, and the exploring novelty motivation all have significantly positive influences on recreation satisfaction.The findings of the study will offer references to the managers of different kind of agriculture tourism and propose some future research directions.

並列關鍵字

recreation motivation ； recreation experience ； recreation satisfaction