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  • Theses

遊客休閒體驗、滿意度及參與關係之研究

The Relationship Among Visitor’s Leisure Experience , Satisfaction and Participation-Tsou Ma Lai Farm of Tainan City as Case Study

Advisor : 柯立祥 羅清吉

Abstracts


休閒農業是農業生產、田園環境和休閒觀光遊憩活動之結合,同時亦是一種親近自然、體驗自然活動的休閒產業。本研究目的在瞭解走馬瀨休閒農場遊客的休閒體驗、顧客參與以及休閒滿意間的關係,並進一步以階層迴歸分析法探討顧客參與在遊客休閒體驗與休閒滿意關係間是否扮演中介角色。 本文期望能藉由文獻探討及實證研究,從各研究變項之現況、變項間之關係及顧客參與是否具有中介效果三方面,對休閒農場在提升遊客之休閒體驗與休閒滿意,以及如何促進顧客參與方面提供建言。為達成上述目的,本研究利用問卷調查工作進行資料蒐集,共得有效問卷438份後,利用SPSS 15統計軟體進行問卷資料分析與假設檢驗工作。 研究結果發現走馬瀨休閒農場遊客之休閒體驗對其顧客參與、休閒滿意及顧客參與對其休閒滿意均具有顯著的正向影響。此外,遊客之休閒體驗會透過顧客參與的認知間接的影響其休閒滿意度。本研究論述其結果可作為休閒農場經營者及未來相關研究之參考。

Parallel abstracts


Leisure Farm is the combination of agriculture production, farm environment and leisure tourism recreation. Also, Leisure farm is the leisure industry of getting intimate with nature and experiencing natural activities. The present study aims to discuss the relationship of customer involvement between leisure experience and leisure satisification could be a mediatior Expectations through literature review and empirical research, if there is a mediating effect from the current status of the research variables, the relationship between the variables, and customer involvement. The purpose of this study is to provide suggestions about the visitors in leisure farm of leisure experience and leisure satisfaction, and how to facilitate customer involvement. In order to achieve the above purpose, a total of 438 valid questionnaires as the data were collected in this study, which is using SPSS 15 statistical software to analyze questionnaire and do hypothesis testing. In this study, the results was found that leisure experience of Tsou-Ma-Lai farm tourists had possitive effect on customer involvement, leisure satisfication, and also the customer involvement to leisure satisfication. What is more, tourists’ leisure experineces affect indirectly through the perception of customer involvement on leisure satification. Therefore, the results of the present study could be the references for future studies and for the managers of the leisure farm.

References


方威尊(1997)休閒農業經營關鍵成功因素之研究-核心資源觀
巫賢偉 (2008) 花蓮市亞緻會館顧客參與行為與滿意度之研究。國立
滿意度的影響-以台中市大坑地區為例。大葉大學休閒事業管理
吳存和(2001)休閒農場核心資源與競爭優勢之研究。國立中興大學
吳明蒼(2008)大學生休閒態度、休閒動機、休閒滿意度與休閒行為

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