近年來休閒農業急速發展,除了傳統農業發展困難外、都市人口對於休閒品質的重視以及朝向農村休閒的旅遊方式,對於我國休閒農業的經營都有非常大的幫助。但在休閒農業區快速成立的過程中,普遍都沒有表現出園區自身的地方特色,只是藉由商業化的包裝相互模仿,致使各個休閒農業區的遊程內容同質性很高,造成遊客無法辨認;部分休閒農業區甚至會因為時節的變遷導致遊客量差異。 所以本研究調查遊客在七個休閒農業區的體驗效益,在「體驗因素構面」、「總體評價」、「體驗效益類型」、「旅遊消費行為」及「人口統計變項」之相關調查。了解遊客的體驗效益的差異、每個休閒農業區在季節間之差異,和 “遊客特性”、 “旅遊消費型態” 與 “體驗因素構面”、 “總體評價” 之間是否存有相關性,並且透過業者的深入訪談以了解南投縣七大休閒農業區之現況及經營管理,據此提供相關建議。 研究結果顯示,不同的休閒農業區的遊客樣本與二個季節的遊客樣本,在「體驗因素構面」、「總體評價」、「體驗效益類型題項」皆具有顯著差異;遊客特性、旅遊消費型態與「體驗因素構面」、「總體評價」之間得差異性檢定則為部分成立。 關鍵字:休閒農業、體驗效益、因素分析
In recent years rapid development in leisure agriculture, in addition to tradition agriculture developing the difficulty, city population value toward leisure quality and toward traveling of village leisure method, management toward my country leisure agriculture all contain very big help. But in leisure agriculture area quickly establishing of process, widespread all did not express own special features, is just mutual to copy, the special features of each leisure agriculture area is all very alike, making visitor beyond recognition, even causing the visitor of the seasonal measure the difference. So this research investigates the visitor in the experience benefit of seven leisure agriculture areas, at “experience factor”, “total evaluation”, “type of experience benefit type”, “travel behavior” and the related inquisition of “demographic variables”. Understand the difference, each leisure agriculture area of the visitor's experience benefit between the season of difference, and “visitor's characteristic”, “ type of travel consumer behaviors” and “experience factor”, “total evaluation” of whether contain the relativity or not, and through the operator's thorough interview to understand the current conditions and management managements of the Nantou county seven greatest leisure agriculture area, provide the related suggestion on these grounds. Research result manifestation, visitor's sample and two visitor's samples of seasons of the different leisure agriculture area, at “experience factor” , “total evaluation” , “type of experience benefit " all have the obvious difference;Visitor's characteristic, type of travel consumer behaviors and “experience factor”, “total evaluation” of gets the difference examination to then is a part to establish. Key words:Leisure Agriculture, Experiential Benefits, Factor Analyses
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