| 摘要: | 在觀光休閒產業之蓬勃發展下，帶動國人度假旅遊風氣，使其從事戶外旅遊活動逐漸增加，並趨向多元化之旅遊體驗，以致休閒農業近年來不斷經營開發旅遊市場，已成為國人旅遊目的選擇之一；因此為明瞭遊客為何至農場消費，本研究以台南走馬瀨農場為例，並以度假生活型態作為農業旅遊市場區隔，探討遊客至農場消費行為。本研究主要以問卷調查法，針對園區內每一遊客進行訪查，共獲得326份有效問卷，研究中利用因素分析、集群分析、區別分析、單因子變異數分析、卡方檢定、及相關分析等方法。根據實證結果分析，顯示不同度假生活型態之區隔可分之為四群，其不同區隔在遊憩動機、體驗、選擇農場評估、旅遊滿意度、人口統計變數、及旅遊消費特性等休閒消費行為均呈現顯著差異；並進一步檢測消費者之動機、體驗、滿意度、及重遊意願之關係，發現不同類型之遊客至休閒農場之動機與獲得體驗有所差異，而滿意度亦受其遊憩體驗類型影響；此外，其滿意度與重遊意願存有正相關。故本研究之結果分析可瞭解農業旅遊遊客之消費特性，進而評估遊客之旅遊行為，以選擇面對競爭優勢的行銷策略，使之具有競爭力；俾使經營管理者更為掌握遊客至休閒農場之旅遊需求類型，有效地與其它旅遊市場區隔，並可作為相關經營休閒農業單位規劃發展參考依據。
Due to prosperous development of tourism and leisure industry, it has grown stronger tendency for our citizens to travel while on vacation and has led increasing demands for engaging in outdoor travel activities which bring wild selection of traveling experiences. Therefore in order to further investigate into reasons for visitors to spend their leisure time in farm, this research conducts an investigation on visitors at Zou-Ma-Lai Farm in Tainan. This investigation receives 326 copies of effective questionnaires which using methods including factor analysis, cluster analysis, discriminant analysis, one way anova, chi-square test, and correlation analysis. From its realistic experiments, it proves that there are four clusters of vacation lifestyle which show variations according to recreation motivation, experiences, farm evaluation, tour satisfaction level, demographic, and travel consuming characteristic. The study aim to discover consumers’ recreation, experiences, satisfaction level, and willingness of revisit as well as to discover their correlations. It shows that tourists of different recreation motives gain different experiences in farm, which also affect their feedbacks to satisfaction levels. Furthermore, tourists of different satisfaction levels are positively correlated to their willingness of revisit farm. Furthermore, due to successive engagement and development in their traveling behavior which is to pick competitive marking strategy in order to build the market strength, to let managers to have stronger control type of traveling markets and to be taken as references to planning and development of relevant institutions of leisure agriculture. |
