休閒農場遊客樂趣體驗模式之研究

The model of enjoyment experience at leisure farm

陳垗鄄(Siow Kian Tan)

指導教授 ： 林若慧助理教授 ； 張德儀副教授

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00036

摘要

本研究以「遊客觀點」探討休閒農場遊客的樂趣體驗，瞭解遊客所感受的體驗與內涵、休閒農場與遊客之間如何互動，以確認遊客體驗的影響因素，並建構適用於台灣休閒農場之遊客的樂趣體驗模式。本研究以參與觀察法、非參與觀察法、非正式訪談、深度訪談及文獻分析之多元方式蒐集資料，採理論抽樣於2008年12月至2009年4月，分別深度訪談13位在不同休閒農場參與各種體驗活動的遊客，運用紮根理論的開放編碼、主軸編碼及選擇編碼進行資料分析。研究中歸納影響遊客樂趣體驗的休閒農場「條件因素」包括：(1)「環境景觀」之「環境氛圍」及「設計規劃」；(2)「體驗活動」之「基本屬性」、「優勢屬性」及「刺激屬性」；及(3)「活動接觸」之「知覺控制」、「關懷貼心」、「真實性」及「專業性」。體驗模式的「互動卅行動歷程」是指遊客所要「滿足」的「體驗需求」；體驗模式的「結果」則是遊客所感受的「樂趣體驗」。本研究所建構的農場遊客之樂趣體驗模式，期望能讓休閒農場業者瞭解遊客的想法，並運用「條件因素」影響遊客的體驗，以滿足其體驗需求。最後，亦希望研究中所歸納的12項命題，可作為日後實證研究之參考。

關鍵字

樂趣 ； 樂趣體驗 ； 遊客觀點

並列摘要

The purpose of this study is to develop the model of enjoyment experience at leisure farms in Taiwan, from the tourists’ perspectives. The study is using qualitative methods which include on-site participant observation, non-participant observation, informal interview, in-depth interview and literature analysis to obtain the information needed, along with the simultaneous processes of data collection and analysis, lead to the development of an inductive-derived grounded theory of the visitors’ enjoyment experience. In order to develop a model of enjoyment experience at leisure farms, this study is conducted at leisure farms which have multi-experiential activities in Taiwan, and the principles of theoretical sampling is applied. From December of 2008 till April of 2009, 13 tourists have been interviewed. The analysis reveals the theoretical framework of the tourists’ enjoyment experience consisting of the interplay between the components of experience as “structures” or conditions, fulfilling the experience needs as the “process” and the enjoyment experiences as the “consequence” of paradigm model. The findings reveal “farmscape” (consists of “ambient factors” and “design factors”), “product attribute” (consists of “a-must factors”, “vantage factors” and “experiential factors”), and “service encounter” (consists of “perceived control”, “caring”, “authenticity” and “professional” are the factors which affecting the experiential process of visitors at leisure farms. This paper also reveals the ways that visitors interact with the experiential activities, their interpretation of the experiential activities, and the meaning of these activities for them. This study is providing some suggestions to the management of the leisure farms regarding on how to provide the experiential activities which may guide the visitors to have the feelings of enjoyment. This study puts forward twelve propositions, which may use as a reference to further study.

並列關鍵字

enjoyment ； enjoyment experience

參考文獻

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