休閒農場遊客體驗動機、體驗價值與願付價格之研究

臺灣休閒農業發展自1965年成立第一家觀光農園開始，從萌芽期、成長期、茁壯期乃至於2004年開始迄今的休閒農業成熟期，一直不停的將台灣休閒農業推向另一個高峰；而伴隨著現下體驗經濟與體驗消費的盛行，如何從消費者的角度來構思規劃整體的消費活動，是獲取消費者認同很重要的因素之一。本研究希望以遊客造訪農場參與休閒農場活動的觀點出發，整合休閒農場特性以探討遊客的體驗動機、體驗價值與願付價格，以供農場做為未來營運規劃之參考。本研究針對造訪過宜蘭員山棗稻田休閒農場之遊客進行問卷調查，共取得439份有效樣本問卷進行統計分析。研究結果顯示，遊客來園之體驗動機以放鬆身心為目標，其中女性遊客在體驗動機之娛樂動機、教育動機、美學動機皆顯著高於男性，又以細項中之DIY活動差異最大；體驗價值部分，遊客對於農職人的生態解說、園區生態保育意識以及園區消費價格感到最為滿意；而無論是不同的體驗動機或是不同的體驗價值，於願付價格獲得眾數「200元」之反饋。未來建議農場應加強不同的體驗與消費活動規劃，並進行精準行銷的推廣傳播方式來推動農場整體行銷方案。

關鍵字

體驗動機；體驗價值；願付價格

並列摘要

Since the establishment of the first tourist farm in Taiwan in 1965, the leisure agriculture in Taiwan has continued to push its development to the next peak from its budding period, growing period, strengthening period to the maturing period which started since 2004. With the current prevalence of experience economy and experience consumption, how to conceive and plan the overall consumption activities from the perspective of consumers is one of the most important factors in obtaining consumer recognition. This study hopes to start from the view of tourists who visit and participate in leisure farm's activities, integrating the characteristics of leisure farm to explore tourists' experience motivation, experience value and willingness to pay, in hopes of providing a reference for leisure farm's future operation planning. This study conducted a questionnaire survey on tourists who have visited Jaodaotian Leisure Farm located in Yuanshan Township, Yilan County. A total of 439 valid sample questionnaires were collected for statistical analysis. The research results show that the experience motivation of tourists is for relaxation, among them, the entertainment motivation, educational motivation and aesthetic motivation of female tourists are significantly higher than that of male tourists, and the DIY activities in the details are the most different. About experience value, tourists are most satisfied with the guidance about ecology, awareness of ecological conservation and the price of consumption in this leisure farm. No matter what experience motivation or experience value it is, willingness to pay is 200 NT dollars. Above all, it is suggested that leisure farms should strengthen different experience and consumption activity planning based on the need, and carry out accurate marketing promotion and communication methods to promote the overall marketing plan of the farm.