| 摘要: | 休閒農業是目前台灣農業轉型的策略，其在時間與空間的交錯需求下，具有足夠的產業發展契機。但休閒農業區有別於一般遊樂區，休閒農業區具有豐富的農業生產及農村文化資源，豐富的田園及自然景觀，因此，遊客的參與行為特性以及遊憩需求也不同。本研究主要針對走馬瀨和嘉義農場，引入E-K-B模式之消費者決策過程，來探討休閒農場遊客的旅遊動機及影響遊客選擇旅遊目的地之農場特性。問卷內容包含了消費者的旅遊行為、資訊搜尋、評估準則、旅遊動機及受訪者基本資料等五大部份，調查日期為96年10月至11月和97年2月至3月，共計發放400份問卷，回收剔除無效問卷後，有效問卷計388份，進行資料分析，研究結果發現：(1) 休閒農場遊客之社經背景以20-29歲之年輕人、未婚、女性，收入20,000以下、大學學歷及學生族群遊客為居多。(2) 旅遊行為方面，遊客近兩年到休閒農場旅遊的次數為一次居多，停留時間為不到一天，平均支出在999元以下，同伴類型以家人及朋友為主。(3) 休閒農場遊客之不同社經背景對於旅遊動機、資訊搜尋行為、選擇評估準則呈顯著差異。(4) 遊客旅遊動機與選擇評估準則呈現顯著正相關。(5) 遊客旅遊動機與資訊收尋行為呈現顯著正相關。 本研究之結果期能幫助業者作為吸引遊客及改善本身環境設施之依據。
The recreational agriculture is the strategy that the Taiwanese agriculture transforms currently, under time and the interleave need of space, it has enough chance of the industry development.But the recreational agriculture area differ from a general amusement park, the recreational agriculture area has abundant agriculture production and village cultural resource and enrich of pastoral and natural view, consequently, the visitor's participation behavior characteristic and recreation need are also different. This research mainly aims at to Tsou-Ma-Lai and Chiayi farm, lead into E-K-B mode of the consumer make policy process, inquire into that the tour motive and influence visitor of recreational farm visitor chooses to travel the location characteristic of the destination. The questionnaire content includes the consumer's search of the tour behavior, information, evaluates standard and travel motive and interviewee basic data etc. five most parts, investigate the date as 96 October, yearseses to November with go to March for 97 February, yearses, add up to issue 400 questionnaires, after recovery pick and get rid of an invalid questionnaire, the valid questionnaire accounts 388 and carries on data analysis and studies a result detection:(1)The club of recreational farm visitor through background with 20-29 years old of young man, single and female, income 20,000 following, the university educational background and student ethnicity visitor is mostly.(2)Tour behavior, visitor two years go to the recreational farm travel of number of times for stop over time at a time mostly for no longer than a day, expend in below 999 dollars on the average, the companion type regards the family and the friend as principle.(3)The different club of recreational farm visitor through background for travel the search behavior of the motive, information, choice valuation standard present notable difference.(4) The visitor travels motive and choice evaluate standard to present notable just related.(5) The visitor travels motive and information accept to look for behavior to present notable just related. This research of wish a help as a result the operator is the basis that attracts visitor and the facilities of the improvement environment. |
