休閒農場遊客行爲之研究

Traveler Behavior Model of the Leisure Farm in Taiwan

蔡進發(Chin-Fa Tsai) ； 張良漢(Liang-Hang Chang) ； 黃清雲(Ging-Yun Huang) ； 葉耀禎(Yao-Zhen Ye)

《運動休閒餐旅研究》 1卷2期 (2006/06) Pp. 1-21

https://doi.org/10.29429/JSLHR.200606_1(2).01

摘要

近幾年來，休閒農場四處林立，但因經營者缺乏專業能力、同質性過高，無法凸顯個別農場的特色，成爲休閒產業的一大弊病。將來休閒農業之生存發展與否，端視業者是否能滿足消費市場的需求而定。因此本研究以休閒農場遊客爲出發點，在於了解不同遊客之旅遊動機、旅遊阻礙、重視度、滿意度與忠誠度，以作爲休閒農場業者經營之參考。本研究以嘉義獨角仙農場遊客爲發放對象，採用便利抽樣與人員現場訪問的方式，共回收376份有效問卷。研究結果發現不同社經背景之受訪遊客對休閒農場之旅遊動機、消費阻礙亦不同；受訪遊客旅遊動機大部分遠高於旅遊阻礙，因此受訪者仍會克服阻礙因素，而選擇到農場旅遊；受訪遊客旅遊動機與重視度及滿意度呈正相關；受訪遊客對旅遊滿意度越高，其對旅遊忠誠度也越高。本研究最後是行銷與管理策略，以做爲休閒農場業者經營其農場之參考。

關鍵字

旅遊動機 ； 旅遊阻礙 ； 旅遊行爲

並列摘要

Taiwan has a lot of leisure farm establishments in recent years. However, many operators did not possess right professional skill and leisure farm product is too similar to each other. The key to the survival of leisure farm is the ability to satisfy the need of consumer market. Therefore, This research aims to understand motives, constraint, importance, satisfaction and loyalty of leisure farm tourists. The survey of this research was conducted at Unicorn Leisure Farm with convenient sampling method. This research is able to accumulate 376 valid questionnaires. The result of this research shows that respondents of different social backgrounds have different travel motives and constraint. The result also shows that respondents' motives are higher than their constraint. This result can be expected since they already made the trip. Furthermore, respondents' motives have positive relation with their importance and satisfaction. The research result also suggested that higher satisfaction would result in higher loyalty. Hopefully, the result of this research will be able to provide useful information for leisure farm operators to formulate their management strategies.

並列關鍵字

Leisure farm ； motive ； constraint ； importance ； satisfaction ； loyalty

參考文獻

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