探討休閒農場遊客動機、生態體驗、遊客滿意度關係之研究─以 頭城休閒農場為例

A Study on the Relationship among Tourist Motivation, Ecological Experience, and Satisfaction in Recreational Farms - A Case Study of Toucheng Recreational Farm in Taiwan

麥素仁(Myagmarsuren)

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(2022年)

https://doi.org/10.6346/NPUST202200007

摘要

生態旅遊係基於自然資源的旅遊型態，可以帶來社會和環境效益。
在 1980 年代後期廣泛推行，並在 1990 年代成為普遍的現象。目前生態
旅遊已成為世界自然區域經濟活動的一個重要方向。本研究的目的是以
頭城休閒農場為例，說明旅遊動機、生態資源、自然和環境設計體驗與
休閒農場滿意度之間的關係。本次網路調查共獲得受訪者 444 人回應問
卷。本文問卷調查分為旅遊動機、生態體驗、遊客滿意度、基本資料四
個部分。
研究結果說明生態資源和生態活動對遊客的旅遊動機、滿意度與
體驗有顯著相關。結構方程模型（SEM）的結果表明，旅遊動機與生態
體驗具有顯著關係；生態體驗與遊客滿意度也有顯著關係。換句話說，
旅遊動機的增加會導致生態體驗的增加，而生態體驗的增加會導致遊客
滿意度的增加。
此外，台灣的生態旅遊為遊客、社區居民和環境帶來社會、財務、環境、教育等效益。蒙古生態旅遊的發展係基於地理位置和生態資源的
優勢。台灣休閒農業的生態體驗設計，重視遊客動機滿足、生態體驗開
發，與遊客滿意度的關係，值得蒙古發展生態旅遊參考借鑑。

關鍵字

生態旅遊 ； 休閒農場 ； 旅遊動機 ； 旅遊動機

並列摘要

Ecotourism, the idea that nature-based tourism can bring social and environmental benefits became widespread in the late 1980s and almost became a phenomenon in the 1990s. Ecotourism has become a crucial direction of economic activity in the natural regions of the world at this moment. The objective of this study is to illustrate the relationship among tourist motivation,
experience concentrated on ecological resources, nature, and environment, and satisfaction in a recreational farm with the case of Toucheng recreational farm.
The total number of respondents of the online survey was collected 444. The online survey was filled out in 4 parts including tourist motivation, ecological experience, tourist satisfaction, and basic information.
As is presented in the result, ecological resources and ecological
activities play a key role in tourists' motivation, satisfaction, and experience. The result of Structural Equation Modeling (SEM) illustrated that tourist motivation and ecological experience have a significant relationship. Likewise, ecological experience and tourist satisfaction have a significant relationship. In other words, an increase in tourist motivation could cause an increase in
ecological experience, while an increase in ecological experience would cause an increase in tourist satisfaction. In addition, ecotourism gives benefits for tourists, local people, and the
environment such as social, financial, environmental, education benefits in Taiwan. Mongolian ecotourism is based on geographical location and ecological resources.

並列關鍵字

Ecotourism ； Recreational farm ； Tourist Motivation ； Tourist Satisfaction

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