遊客認知、體驗活動、滿意度與重遊意願關係之研究–以頭城休閒農場為例

A Study on the Relationship of Tourist Perception, Experience Activities, Satisfaction and Revisit Intention in Recreational Farms - A Case Study of Toucheng Recreational Farm in Taiwan

羅芳草(Lo Phuong Thao)

指導教授 ： 段兆麟

國立屏東科技大學/國際學院/農企業管理國際碩士學位學程/碩士(2019年)

https://doi.org/10.6346/NPUST202000422

摘要

正成為休閒農業的重要發展模式。針對遊客進行研究，可以提高休閒農場永續經營模式的服務品質，因此是必要的研究主題。本研究目的是探討遊客特徵與休閒農場經營的關係，以臺灣第一的休閒農場-頭城農場作為個案研究。本研究透過線上調查，收集了310名受訪者針對頭城休閒農場的遊客認知、體驗活動、滿意度和重遊意願的意見。
本研究利用結構方程式模型（SEM）針對此多變量關係進行分析，研究結果呈現旅遊特徵變數的正向影響。該模型顯示了研究遊客行為對提高遊客滿意和重遊意願的重要性。此外，該研究還指出體驗活動的農業和環境教育功能應以遊客知覺為基礎。同時，遊客體驗的感知和體會，在重遊意願的決策中扮演了重要角色。本研究發覺了在制定行銷策略時使用這種關係模型時可能遭遇的問題，例如：關注內容的價值和使用意見領袖作為潛在的行銷工具。由於臺灣休閒農業永續發展的成果斐然，本研究可以激勵越南等發展中國家的休閒農業，作為有價值的參考

關鍵字

休閒農場 ； 遊客知覺 ； 體驗活動 ； 滿意度 ； 重遊意願

並列摘要

Recreational farms are becoming an important model of recreational agriculture based on their sustainable and efficient development. Research on recreational farm’s tourists is one of the issues needed to study that can enhance the service quality of this business model. The purpose of this study is to explore the relationship of tourist features on the recreational farm with a case study of Toucheng Farm which is Taiwan's first recreational farm. The study's online survey collected 310 respondents on tourist perceptions, tourist experiences, satisfaction levels, and revisit intention at Toucheng recreational farm.
Using the Structural Equal Modeling (SEM) method to analyze this multivariate relationship, the resulting model demonstrated the positive influences of tourist characteristic variables. This model shows the importance of research tourist behaviors to improve level satisfaction and the likelihood of revisit intention. In addition, the study also pointed out the agricultural and environmental education functions of experiential activities should be focused based on perceived tourists. Also, sense and feel experiences of tourist plays an important role in their decision to revisit intention. The research results also suggest the issues when using this relationship model in the development of marketing strategies such as a focus on the value of content and using influencer as a potential marketing tool. Moreover, the study can motivate the recreational agriculture of developing countries like Vietnam as a valuable reference due to the sustainable development of Taiwan's recreational agriculture.

並列關鍵字

Recreational farm ； tourist perception ； experience activities ； satisfaction ； revisit intention

參考文獻

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