影響遊客參與休閒農場體驗活動之因素

The Effects of Leisure Motivations and Constrains toward Participating Experience Activities in Leisure Farms

近年來台灣的休閒農場四處林立，帶動鄉村旅遊蓬勃發展。由於體驗活動在鄉村旅遊與休閒農業觀光發展佔十分重要角色，本研究旨在探討影響遊客參與休閒農場體驗活動之因素。本研究於2012年3月3日至2012年3月17日進行問卷調查，並以便利抽樣法請於2011年8月至2012年3月17日間曾經進行鄉村旅遊或曾在休閒農場參與體驗活動之十八歲以上遊客填寫問卷；總計發放430份問卷，回收415份，有效回收391份，有效問卷率為90.9%。資料經統計分析得到以下結論：一、鄉村旅遊體驗活動以「欣賞優美自然景觀」、「主題設計別緻」、「地方美食品嚐」三大類型體驗活動最具吸引力，文化慶典類活動有待農場經營者進行創意規劃。二、參與休閒農場體驗活動型態與其休閒動機、或休閒阻礙間部份具顯著相關。根據上述研究發現，本研究建議休閒農業體驗活動宜以「增加遊客互動」、「創新且多樣化」、「隨季節或節慶換活動型態」、「增加養生項目」為優先，以提高遊客至休閒農場遊玩之意願。

Recently many recreational farms were established, and flourished a great increasing of rural tourism in Taiwan. Because experience activities were very important for recreational farms and rural tourism, the aim of this study was to discuss the effects of leisure motivations and constrains toward participating experience activities at recreational farms. This study conducted a questionnaire survey on individuals who have participated in rural tourism or joined in activities at recreational farms within the past six months. Subjects were chosen by convenient sampling in the period from March 3 to March 17 2012. A total of 430 questionnaires were released, and 391 valid responses were retrieved, with a valid corresponding rate of 9 .9%. Based on the results, the findings are as follows: 1) among the activities offered in rural tourism, ''beautiful natural scenery'', ''intricate thematic designs'', and ''local cuisine tasting'' were the three most attractive activity categories; as for cultural festivities, further creative design and planning was needed on the part of farm operators; 2) tourists‘ leisure motivations and constrains were significantly correlated to their activity preferences. Based on the above findings, to generate interactive, innovative and diverse, seasons and special festivals changed experience activities are suggested to increase customers for recreational farms. The results of this study can be a good reference to the related industries to develop rural tourism in Taiwan.