休閒農場遊憩吸引力、服務品質、與遊憩滿意度之相關研究－以飛牛牧場爲例

A Study of Relationship among Recreation Attractions, Service Quality, and Recreation Satisfaction in Leisure Farm-Case Study by Flying Cow Pasturage

張孝銘(Hsiao-Ming Chang) ； 林永森(Yung-Sen Lin)

《運動與遊憩研究》 1卷4期 (2007/06) Pp. 59-71

https://doi.org/10.29423/JSRR.200706_1(4).0005

摘要

本研究之目的主要在於分析休閒農場遊客消費行爲，遊客對於遊憩吸引力、服務品質與遊憩滿意度之感受與相關。此外本研究亦分析休閒農場的遊憩吸引力、服務品質對遊憩滿意度之預測情形。本研究以飛牛牧場遊客爲調查對象，採問卷及便利取樣的方式進行調查。調查計發出問卷601份，共回收有效問卷505份。統計方法係採描述統計、相關分析、以及迴歸分析方式進行。經分析後，本研究發現：1.遊客大多數是初次至該牧場居多。2.遊客至該牧場係與朋友前往者所佔人數最多。3.遊客認爲飛牛牧場「紓解壓力與緊張」的遊憩吸引力最高；對「環境整齊、清潔美觀、視野良好」「服務品質」感受最佳；以及「對個人身心釋放方面」最滿意。4.飛牛牧場的遊憩吸引力、服務品質以及遊憩滿意度之間都有相關；另外「遊憩吸引力」及「服務品質」對「遊憩滿意度」有預測作用存在。根據分析結果，本研究不僅對飛牛牧場經營業者提出建議，亦對此議題提出後續研究建議。

關鍵字

遊憩吸引力 ； 服務品質 ； 遊憩滿意度 ； 休閒農場 ； 飛牛牧場

並列摘要

The purpose of this study was aimed to analyze visitors consume behavior and among relationship between recreation attractions, perceived service quality, and recreation satisfaction. Besides, this study was design understand the recreation attraction and service quality their predict power on recreation satisfaction. The questionnaires were given to visitor in Flyingcow Pasturage, and the non-random sampling was used. 505 effective questionnaires were collected. Descriptive statistic, correlation analysis, and regression analysis are used to analyze effective questionnaires. After testing, four results were obtained. First, almost visitors are first time to Flyingcow Pasturage. Second, most visitors visit farm with friends. Third, visitors seem as relaxing pressure and emotion tension more higher in recreation attraction, perceived higher service quality are ”environment in good order cleaning and beautiful, wide vision”, and higher satisfaction are relaxing body and mind for self Fourth, there are positive relationships between recreation attractions, service quality with recreation satisfaction. And there are power predict on recreation satisfaction. Based on these finding, this study mot only gave some suggestion for farm managers, but also proposed some future research directions.

並列關鍵字

Recreation attractions ； service quality ； recreation satisfaction ； leisure farm ； Flying cow Pasturage

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