Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/27663
標題: 休閒農場遊客行為之研究-以彰化地區為例
A Study on the Tourists' Behavior of Leisure Farm - Case of Changhua Area
作者: 黃馨慧
Huang, Hsin-Hui
關鍵字: leisure farm;休閒農場;touring motives;information searching;evaluation criterion;遊客行為;旅遊動機;資訊搜尋;評估準則
出版社: 應用經濟學系所
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摘要: 
近年來,由於經濟結構的轉變及對旅遊需求的日益增加,使得台灣的休閒農業活動已蔚為趨勢。彰化縣具有優良之地理環境及自然資源,相當適合休閒農業的發展,而且縣政府也極為重視並積極推行。推展休閒農業行銷,必先瞭解遊客行為,若能考慮遊客的需求,並區隔遊客的特徵與差異,則可以使業者更確切的掌握市場。本研究利用CDP模式之消費者決策過程,來探討彰化地區休閒農場遊客的旅遊動機、資訊搜尋和評估準則,研究結果可以供業者作為行銷及改善本身環境設施之依據,也可作為相關主管單位管理和制訂發展策略的參考。
本研究利用問卷調查方式來蒐集初級資料,回收之問卷分別以因素分析、集群分析、區別分析、變異數分析、交叉分析及卡方檢定等統計方法進行分析,分析結果如下:
一、 依因素分析的結果,可將受訪者旅遊動機分為五項:享受休閒活動、旅遊資訊吸引、體驗農場生活、擴展人際關係和善用閒暇時間;資訊搜尋分為二項:大眾傳播資訊和專業導覽資訊;評估準則分為四項:環境品質與安全、農場設施與節目、農場位置與特色和農場規模與便利。
二、依據集群分析的結果,可將受訪者旅遊動機分為二群:內在涵養群與外在社交群;資訊搜尋分為成二群:高資訊依賴群與低資訊依賴群;評估準則分為二群:高度重視農場條件群與低度重視農場條件群。
三、內在涵養群與外在社交群的受訪者,除了「教育程度」、「職業」與「旅遊次數」、「旅遊同伴」有顯著差異外,其他各項並無顯著差異;高資訊依賴群與低資訊依賴群的受訪者,除了「個人平均月收入」、「旅遊次數」與「消費支出」有顯著差異外,其他各項並無顯著差異;高度重視農場條件群與低度重視農場條件群的受訪者,除了「年齡」有顯著差異外,其他各項並無顯著差異。
根據上述研究結果,本文的結論與建議為:
休閒農場經營者可考慮設計相關的回饋活動、增加停車空間、製作具
有特色的旅遊資訊手冊及網頁、提高旅遊安全、維持良好的空氣品質、保有優美的鄉村自然景色。總之,唯有利用休閒農場本身資源或設施規劃出不同的賣點,才有助於創造特色並且永續經營。

Recently, leisure farming activity has become a trend in Taiwan due to the transformation of the economic structure and the continuously increasing demand for travelling. Changhua County owns nice geographical features and natural resources that are quite suitable for “leisure farming,” and the county government pays much attention to “leisure farming” and positively promotes its development. In order to promote the marketing of leisure farming , we must understand tourists' behavior first. If we can consider tourists'' needs as well as segment their characteristics and differences, then we can let the owners of leisure farms access the markets of leisure farming more easily. This study adopts consumers' decision-making process of CDP model to explore the following behaviors of tourists at leisure farms in Changhua County area: touring motives, information searching, and evaluation criteria. Research results of this study can be used for marketing by owners and to improve their environments and facilities. Moreover, suggestions made by this study can also be used by the related authorities for administration and to make the development strategies.
This study collects primary data by using the questionnaire to survey the visitors. Those date have been analyzed by factor analysis, cluster analysis, discriminant analysis, ANOVA , cross analysis and test , respectively.
Some important findings are as follows:
1. According to the results of factor analysis, the touring motives can be divided into five items: enjoying the recreation activity , traveling information attraction, experiencing the life in farms, expanding the interpersonal relationships, and making the best use of leisure time; information searching can be divided into two items: mass media information, and professional guide information; evaluation criteria can be divided into four items: environmental quality and safety, farm facility and programs, farm location and speciality, and farm scale and convenience.
2. According to the result of cluster analysis, the touring motives can be divided into two groups: the group of inner cultivation, and thet group of external sociality ; information searching can be divided into two groups: the group of highly-relying on information, and the group of low-relying on information; evaluation criteria can be divided into two groups: the group of highly-paying-attention to the farm conditions, and the group of low-paying-attention to the farm condition.
3. As for the respondents of the group of inner cultivation and that of external sociality , they are significantly different in “education leave,” “jobs,” “the number of trips,”and “travel mate.” Other items do not show any e differences. For the respondents of the group of highly-relying on information and that of low-relying on information, they are significantly different in “personal average income,” “number of trips,” and “consuming expenditure.” Other items do not show any differences. For the respondents of the group of highly-paying-attention to the farm conditions and that of low-paying-attention to the farm condition, only the item ‘age' is significantly different. Other items do not show any differences.
According to the above results of this study, the conclusions and suggestions can be made as follows:
The leisure farming owners can be advised take the following consider ations: designing relevant feedback activities, increasing the parking spaces, making information booklet and webpage with traveling specialities enhancing the touring safety, maintaining good air quality, preserving beautiful rural, landscape. In short ,a leisure farm must be good at utilizing its resources and planning its specialities so that be conducive to sustainable operation and management.
URI: http://hdl.handle.net/11455/27663
其他識別: U0005-2607200611265400
Appears in Collections:應用經濟學系

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