遊客的旅遊動機、知覺價值、幸福感與重遊意願關係之研究－以東勢林場為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/29149

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Title:	遊客的旅遊動機、知覺價值、幸福感與重遊意願關係之研究－以東勢林場為例
Other Titles:	A Study on the Relationship between Tourists' Travel Motivation, Perceived Value, Happiness and Willingness to Revisit--Taking Dongshi Forest Farm as an Example
Authors:	張依婕 CHANG, I-CHIEH
Contributors:	旅遊管理學系旅遊管理碩士班莊鎧溫 CHUANG, KAI-WAYNE
Keywords:	旅遊動機;知覺價值;幸福感;重遊意願 Travel Motivation;Perceived Value;Happiness;Revisiting Intention
Date:	2022
Issue Date:	2022-09-05 09:55:49 (UTC+8)
Abstract:	從過去到現在，國內的休閒旅遊，已經漸漸吹起休閒林場的趨勢，透過接觸大自然、自然生態遊憩，紓解壓力、放鬆身心，已經變成生活在城市裡的人所憧憬的新樣貌生活。到目前為止，也有很多農家轉型成功變為觀光休閒林場，綜合遊樂、教育、觀光、休閒成為豐富多元化的新遊憩地點。所以，怎麼使傳統農場將規則化的農業生產、樸實的農村生活、好玩的遊憩觀光以及保育生態的功能，並且能與休閒遊憩活動緊密連結，以提升林場的收入經營，也使民眾的休閒旅遊質量升高，真的是作為農場未來發展的重要關鍵。　　此研究旨在探究遊客的旅遊動機、知覺價值、幸福感與重遊意願關係的互相影響情形及差異，採用發放問卷進行資料蒐集並參閱相關文獻，分析工具是根據SPSS18.0統計軟體，以t檢定、信效度分析、描述性統計分析、迴歸分析、單因子變異數分析、等進行數據統計分析。　　研究結果顯示：旅遊動機對幸福感有部分顯著影響；知覺價值對幸福感有部分影響；旅遊動機對重遊意願有部分顯著影響；知覺價值對重遊意願有顯著影響；幸福感對重遊意願有顯著影響；旅遊動機、知覺價值、幸福感及重遊意願各構面間有顯著影響。根據上述研究結果，提供東勢林場經營管理者在設計林場旅遊時，能吸引更多的旅遊觀光潮流，且提升旅客的重遊意願。也希望依據研究結果提供建議，給予東勢林場作為之後經營管理改善的根據。　　From domestic leisure tourism to the present, the trend of leisure forest farms has begun to be set off. The use of natural contact and natural ecological recreation to relieve the heat and relax the body and mind has become a new look of life that people living in the cities of the past have longed for. Therefore, all over the world There are also integrated farm production, the successful realization of leisure life, leisure forest farms, recreational leisure, and leisure have become diversified traditional leisure places for new tours.Beautiful ecological recreational landscape and closely related to leisure and recreation, as an important measure to enhance the sustainable development and sustainable development of activities, to promote the quality improvement of the forest farm in the future, and also the key to truly let the public leisure tourism.　　The purpose of this research is to explore the relationship among tourists' tourism motivation, perceived value, happiness and revisit intention and the differences. The questionnaire was used to collect data and refer to relevant literature. The analysis tool was based on SPSS18.0 statistical software, using t Test, reliability and validity analysis, descriptive statistical analysis, regression analysis, one-way analysis of variance, etc. for data statistical analysis.　　The research results show that tourism motivation has a partially significant impact on well-being; perceived value has a partial impact on well-being; tourism motivation has a partially significant impact on revisit intention; perceived value has a significant impact on revisit intention; well-being has a significant impact on revisit intention There is a significant impact on tourism motivation, perceived value, well-being and revisit intention. According to the above research results, providing Dongshi forest farm managers can attract more tourism trends when designing forest farm tourism, and increase the willingness of tourists to revisit. I also hope to provide suggestions based on the research results, and give Dongshi Forest Farm a basis for future management improvement.
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