以遊客觀點探索休閒農場之情緒體驗

Exploring the Emotional Experiences of Agritourists: From a Tourist Perspective

本研究基於「遊客觀點」建構農場遊客的情緒體驗模式，採用理論抽樣法訪談15位參與體驗活動的遊客，運用參與觀察法、非參與觀察法、非正式訪談與深度訪談法蒐集研究資料，再以認知評估理論為依據，使用紮根理論方法探索情緒體驗的要素與形成歷程。研究中歸納農場遊客之情緒體驗「情境」包括：（1）環境氛圍與設計規劃等服務場景；（2）基本、優勢與刺激等體驗活動屬性；（3）服務人員的知覺控制、貼心關懷、真實性與專業性等服務接觸與互動。遊客情緒體驗的「行動」歷程是指遊客期望被滿足的基本、社交與智力等體驗需求；體驗的「結果」為遊客所感受的舒適、愉悅、沈浸與刺激等情緒要素。最後描繪出休閒農場遊客之「情緒體驗模式」。本文提出的情緒體驗歷程能協助農場業者設計適當的體驗活動，進而滿足遊客的體驗需求；研究中提出的3項命題可作為後續實證研究之參考。

This study constructs a model of emotional experience from the tourist perspective in farms. Fifteen tourists were interviewed using the principles of theoretical sampling. Qualitative methods including on-site participant observation, non-participant observation, informal interviews, and in-depth interviews were used, which allowed us to apply the grounded theory method to investigate tourists' emotional experiences based on the cognitive appraisal theory of emotions. Three conditions were found to affect the interactive experience process of tourists: (1) 'farm-scapes', consisting of ambient factors and design factors; (2) attributes of experiential activities, consisting of basic attributes, advantageous attributes, and enhancing attributes; and (3) service encounter and interaction, consisting of perceived control, caring, authenticity, and professionalism. The active process refers to the expected needs satisfied by the tourists' experiences (i.e., basic, social, and intellectual needs), and the consequences of emotional experiences perceived by the tourists (i.e., comfort, joy, immersion, and stimulation). The emotional experience model proposed by this study may provide suggestions that recreational farms can 　adopt when　designing experiential activities to further meet tourists' experiential needs. The　three propositions proposed here may be useful in guiding further study