大陸遊客對參訪臺灣休閒農場的行為意圖模式之研究

The Study of Behavioral Intention Model of Mainland China Tourists for Visiting Recreational Farms in Taiwan

鄭雅芬(Ya-Fen Cheng)

指導教授 ： 段兆麟 博士

國立屏東科技大學/管理學院/農企業管理系所/碩士(2013年)

https://doi.org/10.6346/NPUST.2013.00182

摘要

本研究旨在瞭解大陸遊客未來參訪休閒農場之行為意圖的現況；探討不同背景變項之大陸遊客之行為意向的差異情形；並探索各層面的預測力。研究結果提供臺灣休閒農場業者、旅遊業者及政府部門作參考。本研究採問卷調查法；研究工具為「大陸遊客來臺參訪休閒農場之行為意圖量表」；研究對象為來臺參訪休閒農場的大陸遊客，回收問卷220份，有效問卷213份，回收率為89%。所獲得資料以平均數、百分比、信度與效度分析、獨立樣本t考驗、單因子變異數分析、結構方程式模型等統計方法加以處理，其重要結論如下所示：
一、大陸遊客來臺參訪休閒農場多為男性且居住在華東地區，年齡以40-49歲最多；教育程度以大學學歷居多；職業則以服務業為主，個人月收入以人民幣4,501-6,000元人數居多；來臺次數以首次居多。
二、不同月收入之大陸遊客來臺參訪休閒農場在態度及行為意圖達顯著性差異。
三、大陸遊客來臺參訪休閒農場的態度、主觀規範、知覺行為控制與行為意圖皆呈正向顯著關係。
四、大陸遊客來臺參訪休閒農場的「態度」、「主觀規範」、「知覺行為控制」皆能有效預測「行為意圖」。
本研究根據以上結論，提出下列幾項建議：
一、休閒農場業者宜培養優質親切的服務人員，積極參與大陸各省的旅展。
二、休閒農場業者與旅遊業者高度配合與聯繫，了解大陸遊客特性，以提高休閒農場的服務品質滿意度。
三、旅遊業者需提早因應旅遊環境不足與天氣影響，新增大陸遊客至休閒農場參訪的管道，且主動建立參訪休閒農場的規範及應收的旅遊費用，訂定相關配套措施。
四、政府相關單位應建議兩岸政府開放休閒農場旅遊方式，讓自由行的大陸遊客能前往休閒農場旅遊。
五、主觀規範在路徑分析中的解釋力雖然達到顯著水準，但卻有偏低的情形，建議日後研究者可再針對此部分進行探討，就未來研究而言：可增加研究變項、運用不同研究工具、擴大研究對象及採用不同的研究方法。

關鍵字

大陸遊客 ； 休閒農場 ； 計畫行為理論 ； 結構方程式模型

並列摘要

The purpose of this study was to understand the behavior intentions of the Mainland China tourists for visiting recreational farms on Theory of Planned Behavior. And the result provides recreational farms owners reference, travel agencies and government departments. This study used the questionnaire method to collect data. The population of the study was the Mainland China tourists for visiting recreational farms in Taiwan. Total 220 questionnaires were distributed 213 effective responses were acquired, which generated 89% effective responsive rate. The analysis methods included describing statistics, distribution percentage, reliability and validity analysis, t-test, one-way ANOVA and structural equation modeling. The conclusions of this study would be shown in the following:
1. The majority group of respondents was male and living in East China, age of 40 to 49.college-educated, services, monthly income of RMB 4,501-6,000 and the first come to Taiwan.
2. Different monthly income of The Mainland China tourists for visiting recreational farms in attitudes and behavioral intentions of significant differences.
3. The Mainland China tourists for visiting recreational farms have a moderately high level of attitude, subjective norm of, perceived behavioral control of, and behavioral intensions.
4. The Mainland China tourists for visiting recreational farms attitudes, subjective norms, perceived behavioral control, and behavioral can significantly predict behavioral intensions.
In this study, based on the above conclusions, drawn to the following suggestions:
1. Cultivate a quality recreational farms industry friendly staff, and actively participate in China's mainland provinces tourism exhibitions.
2. Recreational farm operators and high level of cooperation with the tourism industry, know what characteristics of the Mainland China tourists, recreational farms in order to improve quality of service satisfaction.
3. Tourism industry tourism environment must be prepared to cope with the lack of weather effects, new recreational farms mainland tourists to visit the pipeline, and the initiative to establish the norms and recreational farm visit receivable travel costs, provide for related measures.
4. Government agencies should advise both governments open recreational farm tourism, which allows the free exercise of the Mainland China tourists to visit recreational Farm tourism.
5. The results showed that subjective norms in all variables has no significant different and has low explanation in path analysis. Suggest future researchers will aim at this part. Based on the result, the study not only to bring up some suggestions for the relate travel industry, but also supports research orientation for future researchers. For further study,it maybe suggested to add more different variables, adopt different mechanism, or expand the investigation scope, so as to contribute to the academy and related industries eventually.

並列關鍵字

Mainland China Tourists ； Recreational Farm ； Theory of Planned Behavior ； SEM

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