休閒療癒體驗活動參與者學習成效評估研究

休閒體驗活動可以讓消費者透過經驗創造出令其感動並留下美好回憶的價值，進而影響消費者的滿意度，轉變成為忠誠的顧客。本研究利用某科大校內教學農場作為體驗活動場地，設計蕃茄栽植體驗活動課程，讓本研究參與學員參與蕃茄幼苗植栽、澆灌、生長、開花、結果、採收與品嘗等過程，藉由Schmitt於「體驗行銷」概念中所提出的五個體驗策略模組：感官、情感、思考、行動、關聯體驗衡量參與學員之回應結果，予以整理分析，以供修正體驗活動課程設計。本研究主要是透過體驗課程創造體驗認知進而研究體驗滿意度的研究，並以科大的參與學員為研究對象，針對校內休閒教學農場的蕃茄，在生產面及加工面透過體驗課程評估參與學員在學習前後滿意度的變動情形，本研究目前在體驗前後分別發放352份問卷，共計704份問卷，以瞭解在課程中導入體驗課程對於參與學員學習的成效影響程度，在過去學術界鮮少人針對體驗學習方面進行教學成效評估，因此，本研究的成果可以提供具體學術或應用價值，供做為未來教學研究及休閒農業方面相當重要的參考案例。另外，將上述蕃茄栽植體驗活動課程推廣至臺灣民眾與校外推廣課程如銀髮族社群，以有效利用休閒體驗活動教學活動，並有助於農場之體驗教學活動之行銷賣點。

關鍵字

體驗活動；蕃茄栽植；休閒農場

並列摘要

Leisure experience activities can allow consumers to create value that touches them and leaves good memories through experience, which in turn affects consumer satisfaction and turns them into loyal customers. In this study, an on-campus teaching farm of a certain university of science and technology was used as an experience activity venue, and a tomato planting experience activity course was designed to allow students participating in this study to participate in the process of planting, watering, growing, flowering, fruiting, harvesting and tasting of tomato seedlings. The five experience strategy modules proposed in the concept of ＂experience marketing＂: sensory, emotion, thinking, action, and related experience measure the response results of participating students, sort them out and analyze them for the purpose of revising the experience activity curriculum design. This research focuses on creating experience cognition through experiential courses and then studying experience satisfaction. It takes Students of the University of Science and Technology as participating students as the research object, and focuses on the tomatoes from the leisure teaching farm in the school. The production and processing aspects of the students are evaluated through experiential courses. Before and after the changes in satisfaction, this study currently distributes 352 questionnaires before and after the experience, a total of 704 questionnaires, to understand the impact of the introduction of experience courses in the courses on the effectiveness of the participants' learning. In the past, few academics focused on the experience. In the aspect of learning, teaching effectiveness is evaluated. Therefore, the results of this research can provide specific academic or applied value, which can be used as a very important reference case for future teaching research and leisure agriculture. In addition, the above-mentioned tomato planting experience activity courses will be promoted to the Taiwanese and off-campus promotion courses such as the silver-haired community, in order to effectively use the leisure experience activity teaching activities, and contribute to the marketing point of the farm's experience teaching activities.