| 摘要: | 現今的國內休憩旅遊，吹起一陣休閒農場的風潮，藉由親近大自然、田園生態旅遊，解放壓力、舒展身心，已經成為現代人嚮往的新型態生活。目前已有不少農家成功的轉型為休閒觀光農場，結合休閒、觀光、娛樂、教育成為多元化複合式的遊憩新景點。因此，如何讓傳統農場發揮農業生產、農村生活、觀光遊憩以及生態保育的服務功能，而且能與休憩活動緊密結合，以提高農場經營收入，同時也讓國民休閒旅遊品質提升，實在是未來農場發展的重要議題。 本研究旨在探討遊客對於向陽農場之服務品質、遊憩吸引力、遊憩體驗與重遊意願的差異與相互影響情形，參考相關文獻並採用問卷調查法進行資料收集，分析工具是使用SPSS18.0統計軟體，以描述性統計分析、信效度分析、t檢定、單因子變異數分析、迴歸分析等進行數據統計分析。 研究結果顯示：服務品質對遊憩體驗有顯著影響；遊憩吸引力對遊憩體驗有部分影響；服務品質對重遊意願有顯著影響；遊憩吸引力對重遊意願有顯著影響；遊憩體驗對重遊意願有顯著影響；服務品質、遊憩吸引力、遊憩體驗及重遊意願各構面間有顯著影響。根據上述研究結果，提供向陽農場經營者在規畫農場旅遊時，能吸引更多的旅遊人潮，並提高遊客的重遊意願。也期盼根據研究結果提出建議，給予向陽農場作為日後經營改善的依據。
Nowadays, domestic recreational tourism has created a wave of leisure farms. By getting close to nature and idyllic eco-tourism, liberating the pressure and relaxing the body and mind, it has become a new type of life that modern people yearn for. At present, many farmers have successfully transformed into leisure and sightseeing farms, combining leisure, sightseeing, entertainment, and education to become a diversified compound recreational new attraction. Therefore, how to make traditional farms give full play to the service functions of agricultural production, rural life, sightseeing and recreation, and ecological conservation, and be closely integrated with recreational activities to increase farm operating income, and at the same time improve the quality of national leisure tourism, is indeed the future of farm development. Important topics. This study aims to explore the differences and interactions between tourists of different backgrounds regarding Service Quality, Recreation Attraction, Recreation Experience and Revisiting Intention at Sun&Green Leisure Farm. It refers to relevant literature and uses a questionnaire survey method for data collection. The analysis tool is SPSS18. .0 Statistical software, for statistical analysis of data with descriptive statistical analysis, reliability and validity analysis, t test, single factor variance analysis, regression analysis, etc. The research results show that: Service Quality has a significant impact on Revisiting Intention; Recreation Attraction has a significant impact on Revisiting Intention; Recreation Experience has a significant impact on Revisiting Intention; Service Quality has a significant impact on Recreation Experience; Recreation Attraction has a significant impact on Recreation Experience Part of the impact; Service Quality, Recreation Attraction, Recreation Experience, and Revisiting Intention have a significant impact on each dimension. According to the above research results, when Sun&Green Leisure Farm operators plan farm tours, they can attract more tourists and increase the willingness of tourists to revisit. We also look forward to making recommendations based on the research results and giving Sun&Green Leisure Farm as a basis for future management improvements. |
