農業體驗活動與體驗價值之關係研究-以台中葵海農場為例

The Relationship between Agricultural Experience and Experiential Value-A Case Study of Kui Hai Farm in Taichung

洪國華(Guo-Hwa-Hung)

指導教授 ： 林俊男

共同指導教授 ： 黃士哲(Shih-Che Huang)

國立虎尾科技大學/文理學院/休閒遊憩研究所/碩士(2015年)

摘要

近年來，政府逐漸正視農業議題，期望將傳統農業積極轉型與變革，找出生存下去的關鍵，另外現今國人休閒旅遊風氣一部份漸漸轉為一種親近自然的農業休閒型態，而休閒農業的運作過程中，必須運用特有的鄉土生活文化與體驗活動，去發展一種深度旅遊，而這樣的休閒農業旅遊中，體驗活動就會是一種工具，並藉由體驗活動這樣的工具，來產生體驗過後的價值研究者想藉由此論文的探討與說明，釐清體驗活動與體驗價值兩者之間的關係。
而本研究旨在探討葵海農場遊客對於農業體驗活動中，量表以訪談業主後，所研擬之體驗量表，另外體驗價值則參考Schmitt(1999)與陳乙蓉(2008)等人之體驗量表並部分修改做為本研究量表，將其兩者整合編制，為本研究所需之研究量表。並將採用現場便利抽樣進行問卷調查，問卷發放以每個活動200份，總共800份，總有效問卷659份。依不同的填答內容結合基本屬性、感官體驗與體驗價值，在執行卡方檢定、獨立樣本t檢定與單因子變異數，研究結果證實感官體驗與體驗價值有顯著關聯，其結果將給予農場適當建議，期望讓遊客能夠在農場中獲得更好的休閒體驗機會，並期盼研究能夠有助於未來農場經營與創新發展。

關鍵字

農業體驗 ； 感官體驗 ； 體驗價值

並列摘要

In recent years, the government faces an agriculture subject gradually, expect traditional agriculture actively transformation and change, key keep on finding out the existence, besides present the people recreation travel custom one part gradually turn into a kind to become intimate with the natural agriculture recreational pattern, while the recreational agriculture operate process in, must make use of special hometown life culture and experience activity, develop a kind of depth tour, and recreational tour like this in, experience personally an activity will is a kind of tool, and by experience the activity tool like this, produce to experience personally too later on the discussion and explanation that value researcher thinks by this thesis, the relation for distinguishing to experience personally activity and experience to be worth of both.
And this research aim in the middle of inquiring into a Kui Hai visitor in the farm experiencing personally an activity for the agriculture, quantity form with interview owner after, study of experience quantity form, besides the experience value then makes reference to Mathwick et.al.(2001) and experience of Y. R. Chen(2008) et.al. to measure the form and partially modification do this research quantity form, will it both integrate the establishment and measure the form for the research needed for studying origin. And adoption the sampling by convenience carry on a questionnaire on the scene, questionnaire's issuing each activity is 200 and all amount 800, the always effective questionnaire is 659. According to dissimilarity of filling and answering the content combine basic attribute, sense experience and experience price and be carrying out the chi-square check and independent sample t to examine to count with single factor variation, study the result confirmed sense experience and experience to be worth of the notable connection, it will give the farm the adequacy suggestion as a result, expecting to let the visitor can acquire the better recreational experience chance in the farm, and expect the research can contribute to the management in the farm and innovation development in future.

並列關鍵字

Agricultural Experience ； Sense Experience ； Experiential Value

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