休閒農業遊客旅遊動機與活動類型偏好相關性之研究

A Study on the Relationships between Travel Motivations and Preferences in Activity Pattern of Tourists in Leisure Agriculture

黃怡萍(I-Ping Huang)

指導教授 ： 吳英偉

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2008年)

https://doi.org/10.6825/NKUHT.2008.00025

摘要

瞭解遊客參與休閒農業之動機，將有助於地方資源的開發規劃。由於屏東縣為台灣農業發達的地區，且深具發展觀光休閒之潛力。因此，本研究選定以休閒農業為未來發展目標的屏北地區做為本研究範圍。
本研究欲探討遊客旅遊動機與休閒農業活動類型偏好之關係。藉由休閒農業旅遊動機與活動類型之研究結果，瞭解旅遊動機對休閒農業活動類型之影響。以三地門文化園區為研究範圍，調查方法採立意抽樣，有效問卷為563份。問卷內容包含遊客屬性、旅遊特性、旅遊動機與活動類型等四部份。
研究結果為遊客屬性及旅遊特性對旅遊動機及遊客活動類型之偏好有顯著關係；遊客旅遊動機對活動類型之偏好之間則為正向關係。
最後，本研究建議未來屏北地區之發展可針對不同年齡層規劃特殊活動，推出適合全家同遊以及吸引學生族群之活動類型，並發展結合田園景觀的渡假住宿機能。

關鍵字

鄉村旅遊 ； 休閒農業 ； 旅遊動機 ； 活動類型偏好

並列摘要

Understanding the travel motivations of tourists participating in leisure agriculture, thus, is beneficial to planning and developing local resources in the specific area. Since Pingtung County is one of the major agriculture areas in Taiwan and has great potential to develop tourism, this study focused on the northern area of Pingtung, which seeks leisure agriculture as future development.
The purpose of the study was to explore the relationship between tourists’ travel motivations and activity pattern preferences of leisure agriculture in the “Shandimen Scenic Area.” By studying travel motivations and activity pattern preferences of tourists participating in leisure agriculture, this research aimed to understand the effects of tourists’ travel motivations on their preferences of activity pattern in leisure agriculture. Purposive sampling was implemented in this study. A questionnaire that included questions about the tourists’ background information, travel characteristics, travel motivations, and activity pattern preferences, was distributed to tourists of Shandimen Scenic Area. A total of 563 questionnaires received were valid.
The results are the following: the tourists' background information and travel characteristics are related with travel motivation and preferences in activity pattern. Furthermore, a significant positive correlation between travel motivations and preferences in activity pattern has been found.
The findings of this study suggest that the development of the leisure agriculture for north Pingtung County area shall: a) design specific activities or events based on the tourists' age groups, b) promote family trips and activities to attract student groups, and c) integrate holiday stay with scenic country views.

並列關鍵字

rural tourism ； leisure agriculture ； travel motivations ； activity pattern preference

參考文獻

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