遊憩吸引力、遊憩體驗與遊客重遊意願之研究──以桃園市向陽農場為例

A Study of Recreation Attraction, Recreation Experience and Revisiting Intention - The Case of Taoyuan City Sun&Green Leisure Farm

國內旅遊吹起一陣休閒農場風潮，親近大自然舒展身心成為許多人追求的新生活。目前已有不少農家成功轉型為休閒觀光農場，結合娛樂、休閒、教育成為複合式的休憩新據點。如何將農場與休憩活動相互結合，發揮農業生產、農村生活及生態保育之服務功能，以提高農場經營所得，提升國民休閒旅遊品質，著實是未來農場發展的重要課題，並能根據研究結果提出建議，給予向陽農場作為改善的依據。本研究主要以桃園市向陽農場遊客為研究對象，主要探討遊憩吸引力、遊憩體驗與遊客重遊意願等變數之因果關係，以信度分析及迴歸分析法進行統計分析。研究結果發現：分析遊憩吸引力與遊憩體驗對遊客重遊意願的關聯性，發現遊憩吸引力對遊憩體驗有顯著影響、遊憩吸引力對遊客重遊意願有顯著影響、遊憩體驗對遊客重遊意願的顯著影響均得到支持 ; 遊憩體驗對遊憩吸引力及遊客重遊意願關係具有仲介效果。

Domestic tourism has blown up a wave of leisure farms, and getting close to nature to relax physically and mentally has become a new life pursued by many people. At present, many farmers have successfully transformed into leisure and sightseeing farms, combining entertainment, leisure, and education to become new complex rest bases. How to integrate farms with recreational activities, and give full play to the service functions of agricultural production, rural life and ecological conservation, so as to increase farm management income and improve the quality of national leisure tourism is indeed an important topic for future farm development, can make suggestions based on the research results and give Sun & Green Leisure Farm as a basis for improvement. The purpose of this research is to analyze the effect of recreation attraction, recreation experience and revisiting intention for Taoyuan City Sun & Green Leisure Farm's visitors. The conclusions and suggestions were listed as follows. The tools used for data analysis are correlation analysis and regression analysis. The results of this research are as following: To analyze the correlation among recreation attraction, recreation experience and revisiting intention. The result reveals that recreation attraction has a significant effect on recreation experience and revisiting intention. Besides, recreation experience has much influence on recreation attraction as well. In other words, recreation experience has mediating effect, on tourism attraction and revisiting intention.