休閒農場之旅遊動機、體驗行銷與遊客滿意度研究──以嘉義縣綠盈牧場為例

Study on Travel Motivation, Experiential Marketing and Tourists´ Satisfaction at Leisure Farms - A Case Study of Greening Ranch in Chiayi County

在政府大力倡導休閒農業與國人重視休閒生活風氣下，休閒農場四處林立，因此休閒農場是否具有吸引特色市場群眾之潛力，以及農場經營是否能永續發展之影響因素，實有深入探討之必要。本研究以嘉義縣綠盈牧場為例，分析休閒農場遊客的旅遊動機、體驗行銷與遊客滿意度之間的關聯性。於2016年1月至3月間，以立意抽樣方式進行問卷調查，回收有效問卷為408份。並以因素分析、信度分析、敘述性統計分析、獨立樣本t檢定、單因子變異數分析、雪費法事後比較以及結構方程式模式等方法加以分析。研究結果發現，休閒農場遊客遊客之背景變項在旅遊動機、體驗行銷以及遊客滿意度上有部分具顯著性差異；休閒農場遊客之旅遊動機對體驗行銷具有顯著性影響；休閒農場遊客之體驗行銷對遊客滿意度具有顯著性影響。最後綜合獲得之結果，對業者提出未來經營管理的建議。

It’s a fashion that the government advocates many of the leisure farms and people value the leisure life, and we see farm resorts everywhere. Therefore, it is really necessary to do further exploration on whether a leisure farm has the potentiality of attracting groups of people on the featured markets, and also the affected factors on the everlasting development for the farm administration. This study takes an example of the Greening Ranch in Chiayi County of Taiwan to analyze the correlation between the motive of tourists, experiencing sales, and the satisfaction of tourists for the leisure ranch tourists. During the time period from January to March in the year 2016, the judgmental sampling method was used for the questionnaire survey; there were 408 effective copies retrieved. The analysis methods used are Factor Analysis, Reliability Analysis, Descriptive Statistic Analysis, Independent-Samples t Test, One Way Analysis of Variance, Scheffe’s Method, and the Structural Equation Modeling. The result of the study found that the variant of background of the leisure farm tourists in the motive of tour, experiencing sales, and the satisfaction of the tourists is partially of obvious difference. The motive of the tour of the leisure farm tourists obviously affects the experiencing of sales. The experiencing of sales of the leisure farm tourists has evident influence on the satisfaction of tourists. Finally from the summary of this study, a suggestion would be made for the future administration of the business industry.