休閒農場在近年隨者觀光產業的興起,已逐漸成為國人重要的休閒旅遊去處,本研究針對在農場住宿的遊客進行研究調查,期望在經營管理上更了解這類型遊客的旅遊動機、住宿滿意度與遊憩行為等,藉此發現經營上應該改善加強的方向。本研究所探討的松田崗休閒農莊位於嘉義縣民雄鄉,佔地10餘公頃,於2004年4月正式營運,經營至今每年吸引數十萬人前往旅遊,農場內提供多樣性的住宿設施與生態體驗。本研究研究目的為了解此農場住宿遊客的特質與渡假生活型態、旅遊動機、住宿滿意度,以及分析不同遊客特質、渡假生活型態、旅遊動機對於住宿滿意度之差異,並且分析住宿滿意度對遊憩行為之影響。 研究發現,該農場以青年族群、收入不高的遊客為主,其生理動機與人際關係動機為遊客前來的重要因素,住宿滿意度對於客房外觀情境較高,其餘部分較低,而熱愛渡假的遊客對於住宿滿意度表現較高。遊客不同的渡假生活型態、旅遊動機對於住宿滿意度有顯著的差異,住宿滿意度對於遊憩行為有顯著的影響,住宿滿意度越高,其消費金額越高、參與體驗活動的項目也越多。最後依據結果,對業者提出未來經營管理的建議與策略。 關鍵字:休閒農場、渡假生活型態、住宿滿意度、遊憩行為
As the tourism industry growing, Leisure farms have gradually become the important tourist attractions. In this study, it research for tourist accommodation on the farm to realize tourism motivation, lodging satisfaction, and recreation behavior. Thereby it is to improve the management function. Sontenkan Leisure Farm is located in Chiayi county, it is an area of more than 10 hectares, and operations in April 2004. It attracts hundreds of thousands of tourists to visit each year, and to provide the special accommodation and ecological experience. The purpose of this study to understand the characteristics of tourist stay on the farm, and vacation lifestyle, tourism motivation, lodging satisfaction. And it is used to analyze the differences of lodging satisfaction with tourists' characteristics, vacation lifestyle, and tourism motivations. Then it is to analyze the influence of lodging satisfaction to recreation behavior. The results show that tourists go to the farm is the young populations, with non-high income, and the most tourism motivation are physical motivation and interpersonal motivation. The lodging satisfaction is lower without appearance characteristics of room and atmosphere, but love-holiday visitors show higher lodging satisfaction than others. The vacation lifestyle and tourism motivations show significant differences on lodging satisfaction. Lodging satisfaction has significant effect on the behavior of recreation. As the higher lodging satisfaction, the higher amount of consumption, and more activities to participate in. Finally, according to the results, advice leisrue farm industry recommendations and strategies of the future management. Keywords:Leisure farm, Vacation lifestyle, Lodging satisfaction, Recreation behavior
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