農村旅遊之研究-以台南市無米樂社區為例

A Study on the Experience of Rural Traveling：Case of the Wu-Mi-Le Community,Tainan City

林怡廷(Yi-Ting Lin)

指導教授 ： 毛冠貴

國立屏東科技大學/管理學院/景觀暨遊憩管理研究所/碩士(2016年)

摘要

本研究探討無米樂社區農村旅遊之遊客滿意度與重遊意願。採用質性與量化分析，在質性分析方面，針對後廍里里長及遊客進行深度訪談；在量化分析方面，於104年10月進行問卷調查，共計回收155份有效問卷，使用SPSS 18.0進行描述性統計、獨立樣本t檢定、單因子變異數分析、逐步迴歸等分析，並採用李克特七點量表。研究結果顯示農村旅遊滿意度以農村體驗活動的平均數最高(5.93)，其次為導覽解說服務(5.86)、公共服務設施(5.31)。透過逐步迴歸分析，以農村旅遊整體評價為依變項，重遊意願及推薦意願為自變項，農村旅遊整體評價可解釋重遊意願49%之變異量，而農村旅遊整體評價可解釋推薦意願46%之變異量，表示整體評價同意度越高，其重遊意願亦越高。農村體驗活動方面，體驗讓遊客了解農夫割稻的辛勞，並懂得飲水思源的道理，割稻飯的食材豐富及乾淨衛生等滿意度較高；導覽解說服務方面，導覽員與遊客之間的互動及解說內容生動活潑，以及茄芷阿嬤的手工台客袋，深受遊客喜愛；公共服務設施方面，需改善廁所的衛生以及垃圾桶的設置及數量。最後提出具體建議，供政府單位及社區發展相關組織在規劃與執行上之參考。

關鍵字

農村旅遊 ； 遊憩體驗 ； 重遊意願 ； 導覽解說 ； 公共服務設施

並列摘要

The objective of this research is aimed to rural traveling tourist satisfaction and revisiting willingness of the Wu-Mi-Le Community. The qualitative and quantitative analyses methods. In the qualitative aspects, the detail interviews with leader of the Hou Bu Village and tourist were carried out. In the quantitative aspects, the questionnaires were used in this study. Survey was conducted in October, 2015 and a total of 155 copies of questionnaire answer sheets were investigated and analyzed by this study via SPSS18.0 including descriptive statistics, independent sample t-test, one-way ANOVA, factor analysis, stepwise regression analysis and Seven-point Likert scale. Results showed that satisfaction questionnaire on rural traveling, rural experience activities obtained the highest average (5.93), followed by the interpretation service (5.86), public services facility (5.31). Through stepwise regression analysis to evaluate the overall rural tourism as the dependent variable, and the revisiting willingness and willingness to recommend the independent variables, rural tourism overall rating revisiting willingness the variance explained by 49%. Rural tourism overall rating willingness to recommend variance explained by 46%, indicating an overall rating of rural tourism in agreement with the higher their willingness to revisit also higher. Experience rural activities, the experience for visitors to understand the hard works farmers cut rice and drink from the source to understand the truth, higher cutting rice meal ingredients rich and clean and health satisfaction. Tour guide services, commentary lively content and interactive navigation members between visitors, and Jia-Zhie handmade bags from Taiwan, loved by tourists. For the public service facility, the setting and number of trash cans and toilet sanitation need to improve. Finally, specific proposals for the government units、community development units of references in the planning and implementation.

並列關鍵字

Rural traveling ； Rrcreation experience ； Revisiting willingness ； The interpretation service ； Public service facility

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