馬場遊憩體驗滿意度之研究-以南台灣八座馬場為例

Satisfaction of Recreation Experience in Horse Ranches –Case Study of Eight Horse Ranches in Southern Taiwan

戴貴立(Guei Li Dai)

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(2009年)

https://doi.org/10.6346/NPUST.2009.00247

摘要

本研究之目的旨在瞭解馬場提供了遊客有那些服務內容，環境規劃管理是否符合景觀美學原則，安全方面設備是否周全，要求是否嚴格，以及從遊憩體驗中消費者是不是能夠學習到知識與技能。本文以南台灣八座馬場為研究對象，從體育行政和教育角度來區分，八座馬場中，玉歐登、觀音山、現代五項、澳登堡和騎術家等五座馬場屬於學校型；而附設咖啡餐飲，以都會周邊休閒農業方式經營的有淨園馬場；採民宿方式及野外騎乘為訴求的是悠客馬場；表現西部牛仔牧場風格的是墾丁的維多利亞馬場，這三座性質相近，同屬於遊樂型。本研究並利用問卷調查、現況調查、深入訪談等方法，對上述兩大類、八座馬場，進行跨越四縣市的研究。問卷及訪談結果，進行描述性統計、獨立及成對樣本t檢定、單因子變異數分析，獲致五項結論，即消費者滿意度最高的是安全；消費者同意度最高的是騎馬有益身體健康；騎馬可以愉悅心靈，觀察馬能夠增長知識；環境優美的馬場，是社交理想環境。由此結論，整理歸納出建議，提供消費者、業者及主管單位參考。

關鍵字

馬場 ； 遊憩 ； 體驗 ； 滿意度 ； 安全

並列摘要

The purpose of this study aims to understand the service contents, environment planning and management that in accordance with the principles of the beautiful landscape, completeness and perfection in safety facilities and strict safety requirement to the visitors, And researcher tries to understand weather the consumers can learn the knowledge and skill this recreational experience.
Eight horse ranches located in southern Taiwan have been chosen as the research target. Within these ranches, Tainan Yu-Olden , Kwun Yin Shan, Modern Pentathlon, Oldenburg and Pingtung Rider’s Club belong to the school type, the Jing-yuan Horse Ranch which provides dinning service belongs to leisure agriculture, the YorkRanch to folk lodge and wild riding, Western Cowboy and Victoria at Kenting National Park to the western cowboy style.The last three can be classified as the theme park ranch. Questionnaire survey, on-site investigation and deep interviews have been carried out on above-mentioned 8 ranches across 4 southern Taiwan counties. Data obtained from questionnaire surveys and interviews were analyzed by descriptive statistics, independent and paired t tests, and one-way analysis of variance and from which five conclusions including high satisfaction of consumers in horse-riding safety, high agreement of the consumer in the physical health brought owing to horse-riding. Consumers agreed that spiritual joy can be obtained through horse riding and knowledge can be advanced by observation of the horse, and good environments of horse ranch can be a good place for social relation. In the conclusion part,several suggestions are proposed for the ranch owners to improve their management of horse ranches.

並列關鍵字

Horse-Ranches ； Recreation ； Experience ； Satisfaction ； Safety

參考文獻

Cronbach,L,J;(1951) ,coefficient alpha and internal structure of tests,Psychometrika, 16, pp, 297-334.

Denzin,N.K.&Lincoln,Y.S,(2005),Introduction:The Discipline and Practice of QualitativeResearch.(pp.1-32).

Holbrook Morris & E. Hirschman,(1982),The Experiential Aspects of consumptions:Fantasies,Feelings and Fun,Journal of Consumber Research,9(September),132-140.

Judith Draper. etc,( 1999) ,Horses and Horse Riding , London, Lorenz Books.

Karen Bush & Sarah Viccars ,( 1985) , Solve your horse & pony problems UK , Paperfronts.