整合方法目的鏈與模糊總計運算法建構有機農業旅遊依附模式之研究

Establishing an Organic Agricultural Tourism Attachment Model by Integrating the Means-end Chain Method and Fuzzy Aggregation Operato

國人追求健康休閒、食品安全與永續環境意識的抬頭，有機農業旅遊課題的研究益顯重要。本研究整合方法目的鏈理論與模糊總計運算法，建立消費性地景型塑有機農業旅遊依附模式，以花東地區417位有機農業旅遊客為調查對象。研究結果如下：1.消費性地景資源需透過體驗方能對有機農業旅遊依附產生影響，體驗是重要的中介變項。2.依附構面的權重以「環境依附」為最高，其次為「產品依附」。體驗的權重以「行動關聯體驗」為最高。消費性地景權重以「有機農業旅遊體驗設施與活動」為最高。本研究所建構的有機農業旅遊消費性地景、體驗與依附問卷，可作為該研究領域的量測工具，有機農業旅遊依附模式可提供旅遊管理者及業者了解如何深化此類旅遊以創造遊客依附之參考。

Organic agricultural tourism and eco-tourism farms are environmentally-friendly, non-toxic agriculture sites that foster a sustainable environment, the maintenance of which is essential to the pursuit of improved health, leisure, and food safety. This study integrates the means-end chain method and fuzzy aggregate operator to establish a model for the relationship of the consumption of landscape resources to organic agricultural tourism attachment. Surveys were administered to 417 tourists engaging in organic agricultural tourism in Eastern Taiwan. The research results showed that consumption by tourists at the eco-tourism farm had no significant direct impact on tourists' attachment to organic agriculture tourism| however, the overall tourism experience did have an indirect impact effect on the aforementioned attachment. The tourism experience is a mediating variable that affects the relationship of consumption to the practice of farm eco-tourism. The findings also showed that environmental attachment was the strongest of the attachment dimensions, followed by product attachment. In terms of the relative weight of experiences, action-related experiences carried the most significance. Among the varieties of consumption, utilization of facilities and activities were the most significant. The attachment measurement of organic agriculture tourism constructed in this study can be used as a reference for researchers, and the attachment model of organic agriculture tourism can show operators how to enhance organic agriculture tourism to deepen tourists' attachment.