休閒農業是目前政府的重點政策,本研究主要在探討匠師的故鄉「葵海農場」之遊客特性與遊客滿意度及重遊意願之關係,藉由問卷調查分析了解遊客的感受,並檢驗「葵海農場」之遊客對遊憩之滿意度及重遊意願,以了解遊客特質在遊憩滿意度及重遊意願差異情形,同時亦探討遊客滿意度及重遊意願之相關性。並針對研究結果提出相關建議,以作為未來葵海農場規劃之參考。 本研究發現「遊客認為服務品質越高,則其滿意度越高」,即業者有效提昇服務品質有助於提昇遊客滿意度,再者「遊客滿意度越高則重遊意願越高」,也就是說遊客滿意度會影響其重遊意願。 其次「葵海農場服務品質越高則遊客重遊意願越高」,亦即服務品質會影響重遊意願。而業者在服務品質、遊客滿意度方面尚有提昇空間,因此建議農場若欲提高遊客重遊意願,可針對服務品質較低項目加以改善。
The leisure agriculture is the present government''s key policy The purpose of this study is to discuss the relationship between tourist characteristic, tourist satisfaction and the intention of tourist revisiting for leisure agriculture Area - Case Study of Sunflower Sea Farm of the Artisans Hometown. Taking advantage of analyze the survey, to understand the tourists feeling and to exam tourist satisfaction and the intention of revisiting of the tourist characteristic for Sunflower Sea Farm of the Artisans Hometown. Moreover, understand the difference and relevance between the tourist satisfaction and the intention of tourist revisiting. The study results will provide the related suggestions for future scheme of Sunflower Sea Farm. The research discovered that the higher service quality, the degree of tourist satisfaction is higher. That also means to improve the service quality effectively is helpful in promotes the tourist satisfaction. Furthermore, the tourist satisfaction is higher, then the higher intention of revisiting; the quality of the service quality affects the intention of revisiting. For the entrepreneur, the quality of service and the tourist satisfaction have the space to be improved. For future suggestion, therefore, the Artisans Hometown could improve low quality of service to increase the intention of tourist revisiting.