遊客休閒動機、休閒滿意度及消費者行為之研究－以蒜頭糖廠為例

Research on Tourists' Leisure Motivation, Leisure Satisfaction and Consumer Behavior - A case of Suan-Tou Sugar Factory

劉蓁霓(Chen-Ni Liu) ； 陳依靈(Yi-Ling Chen) ； 洪偉欽(Wei-Chin Hong)

《休閒運動健康評論》 10卷1期 (2021/03) Pp. 58-72

摘要

嘉義蒜頭糖廠為古樸的木造建築，是百年的糖業文化與資產，近年來積極發展觀光成為蔗埕文化園區，以在地特色發展休閒遊憩、懷舊之旅、和享受田園風光。本研究主要目的在探討蒜頭糖廠遊客在休閒動機、休閒滿意度與消費者行為之間的關係。本研究以160位遊客為樣本，透過描述性統計分析，獨立樣本t檢定、單因子變異數分析與多元迴歸進行統計方法分析。主要研究結果顯示：一、遊客大多來自於南部有地區性限制，多數遊客為第一次到訪，主要消費為五分車和台糖冰品。二、不同人口統計變項與「休閒動機」呈現顯著性差異。三、休閒動機與滿意度對消費行為之預測分析，結果發現休閒滿意度對來蒜頭糖廠旅遊的次數具有正向影響，休閒滿意度對來蒜頭糖廠旅遊消費金額具有正向影響，休閒滿意度對來蒜頭糖廠旅遊停留的時間具有正向影響，休閒動機對來蒜頭糖廠旅遊停留的時間具有正向影響。本研究希冀能提供營運團隊在規劃園區之參考依據，進而提升蒜頭糖廠的觀光效益。

關鍵字

動機 ； 休閒滿意度 ； 消費者行為 ； 糖廠

並列摘要

Chiayi Suan-Tou Sugar Factory is a quaint wooden building. It is a century-old sugar industry culture and asset. In recent years, it has actively developed tourism to become a sugarcane cultural park, developing leisure and recreation, nostalgic journeys, and enjoying rural scenery with local characteristics. The main purpose of this research is to explore the relationship between leisure motivation, leisure satisfaction and consumer behavior among visitors to the Suan-Tou Sugar Factory. This study uses 160 tourists as a sample, through descriptive statistical analysis, independent sample t-test, one-way ANOVA analysis, Pearson product-moment correlation and multiple regression analysis. The main research results show that: 1. Most tourists come from the south and there are regional restrictions. Most tourists are visiting for the first time, and the main consumption is five-minute car and Taiwan sugar ice. 2. Different demographic variables and ＂leisure motives＂ show significant differences. 3. The predictive analysis of leisure motivation and satisfaction on consumption behaviors shows that leisure satisfaction has a positive effect on the number of visits to the garlic sugar factory, leisure satisfaction has a positive effect on the amount of travel consumption in the garlic sugar factory, and leisure satisfaction has a positive effect on the amount of travel to the garlic sugar factory. The time of stay in the Suantou Sugar Factory has a positive effect, and the leisure motivation has a positive effect on the time of stay in the Suantou Sugar Factory. This research hopes to provide a reference basis for the operation team in planning the park, so as to improve the tourism benefits of the Suan-Tou Sugar Factory.

並列關鍵字

motivation ； leisure satisfaction ； consumer behavior ； sugar factory

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