The Construction of Tourist Recreational Behavior Patterns: An Empirical Study in Yenshan Leisure Agriculture Area

遊客遊憩行為模式之建構：以沿山休閒農業區為例

黃蘭茜(Lan-Chien Huang) ； 林豐瑞(Feng-Jui Lin) ； 謝國榮(Kuo-Jung Hsieh)

《慈惠學報》 9期 (2013/12) Pp. 55-68

https://doi.org/10.6202/THJ-2013-09-05

摘要

本研究主要探討沿山休閒農業區目前的發展情況，並藉由敘述性統計分析方法探討沿山休閒農業區遊客的人口統計特徵及消費行為。本研究以屏東縣沿山休閒農業區遊客為對象，採問卷調查方式收集資料，並以統計軟體SPSS進行資料之分析。研究者主要以平均數差異分析探討不同人口特徵的遊客在態度、認知行為控制、行為意向及網路行銷上之差異情形。最後，本研究擬藉由深度訪談與問卷調查方式所得之資料分析決果，進行沿山休閒農業區之行銷規劃。本研究研界結果顯示沿山休閒農業區遊客性別以女性居多、多數年齡在25歲以下，且職業大多為學生。另外，遊客中以高中職畢業學歷者居多、多居住在南台灣地區，且騎乘機車或單車至沿山休閒農業區。最後，本研究也發現遊客對態度、認知行為控制、行為意向及網路行銷之認知有顯著差異。本研究之研究結果提供作為沿山休閒農業區未來發展之參考，並俱以作為該區永續發展之基礎。

關鍵字

計畫行為理論 ； 態度 ； 認知行為控制 ； 行為意向 ； 網路行銷

並列摘要

This study aims to explore the general developmental situation of Yenshan leisure agriculture area, and to analyze the demographic characteristics and consumer behaviors of the visitors in Yenshan leisure agriculture area by descriptive statistical analyses. Customers in Yenshan leisure agriculture area of Pingtung County were selected for study. The researchers conducted a survey, and then used SPSS8.0 to execute reliability and validity tests and empirical data analyses. This study adopted the methods of T-test and ANOVA to understand the difference among attitude, perceived behavioral control, behavioral intentions and Internet marketing in demographic characteristics. The further purpose of this study was marketing planning of Yenshan leisure agriculture area by in-depth interviews and statistical analyses from questionnaire data. The results show that most of the tourists in Yenshan leisure agriculture area are women when it comes to ”gender,” and the majority of visitors are aged below 25. In the aspect of occupation, most of the visitors are students. As for educational background, the majority graduate from (vocational) senior high school and university (college). In the aspect of residence, most of them come from southern area of Taiwan. And, about tourists' vehicles, motorcycles and bicycles are mentioned most frequently. In addition, the results of this study find that the tourists have mainly different awareness degree of cognition and behaviors on the factors of attitude, perceived behavioral control, behavioral intentions and Internet marketing. Finally, the findings and contents of interviews are further summarized to make suggestions for the transportation system plan, the design of the marketing activities and the concepts of planning. This study is expected to provide the specific and feasible recommendations for local business to attract more tourists and guarantee the sustainable development of rural tourism in Yenshan leisure agriculture area.

並列關鍵字

Theory of Planned Behavior (TPB) ； Attitude ； Perceived Behavioral Control ； Behavioral Intentions ； Internet Marketing

參考文獻

Cannière, M. H. D., Pelsmacker, P. D., and Geuens, M. (2009). Relationship Quality and the Theory of Planned Behavior models of behavioral intentions and purchase behavior. Journal of Business Research, 62: 82–92

Chen, C. L. (2010). Diversifying Fisheries into Tourism in Taiwan: Experiences and Prospects. Ocean & Coastal Management, 53:487-492.

Chen, F. F., and Chen, S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31: 29-35.

Choia, H. C., and Sirakayab, E. (2006). Sustainability Indicators for Managing Community Tourism. Tourism Management, 27:1274-1289.

Han, H., and Kim, Y. (2010). An investigation of green hotel customers' decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29: 659–668