由於整個大環境的變遷,使許多原本單純之畜牧事業處於不易經營狀態,因此紛紛決定朝休閒農牧業轉型,使得休閒農牧業的發展已成為近年來國人旅遊目的地選擇之一。因此,必須因應市場需求、增加遊客滿意度,才能創造競爭優勢。 本研究主要在探討乳牛的家休閒牧場遊客旅遊動機、滿意度與行為意圖之相關研究;以乳牛的家休閒牧場的遊客為對象,共發出450份問卷,回收有效問卷418份,以敘述性統計、因素分析、信度分析、集群分析、皮爾森積差相關、t檢定、單因子變異數分析等,進行統計分析,研究結果顯示:1.不同人口統計變項部分影響旅遊動機、滿意度與行為意圖;2.旅遊動機與滿意度不具顯著正向影響;3.旅遊動機與行為意圖不具顯著正向影響;4.滿意度會正向影響行為意圖。
According to the whole environment, some original animal husbandry are developed to Tourism Farms. As a result, the Tourism Farms are changed to best choices of people to take a trip in recent tears. Thus, Tourism Farms must be increased market demand to bring up visitors satisfaction and create the competitive advantage. The purpose of this research is to explore and discuss the motivations, satisfaction and behavioral intentions of visitors at Cow’s Home Tourism Farm. The subject of this research is the visitors at Cow’s Home Tourism Farm. The questionnaires are distributed 450 people and got 418 valid responses. Data are analyzed via Descriptive Statistics, Factor Analysis, Cronbach's alpha, Cluster Analysis ,Pearson Correlation Analysis, T-test and One-way of ANOVA. The analysis results indicate: 1.The t-test among motivation,satisfaction and behavioral intentions are positively correlated found that there are partly significant difference. 2.There is no significant effect between Travel motivation and satisfaction. 3.There is no significant effect between Travel motivation and behavioral intentions. 4.There is a positive relationship between satisfaction and behavioral intentions.