休閒農場遊客不當遊憩行為動機與行為之永續管理策略之研究

The Sustainable Management Strategy for Inappro-priate Customer’s Recreational Motives and Behavior in the Leisure Farm.

遊客在遊憩過程中所帶來的不當行為對遊憩品質與實質環境造成的傷害一直困擾著經營者。本研究之目的在探討休閒農場遊客不當遊憩行為動機與行為之種類為何，並應用服務場景模式探討私營企業如何以永續管理觀點因應遊客之不當遊憩行為。本研究以20家具有營業許可登記證與休閒農場服務品質認證的遊客為抽樣對象，實證結果可得：四項遊客不當遊憩行為動機「業者規範不明確性」、「被受他人影響性」、「蓄意性」、「誘惑性」，及四項遊客不當遊憩行為「影響休閒活動體驗」、「破壞自然環境」、「影響環境設備維護」、「忽略警示資訊服務」。其中，「業者規範不明確性」、「被受他人影響性」解釋了大部分的遊客不當遊憩行為。部分支持本研究假設。顯示由於休閒農場業者普遍屬於私營企業特質，遊客在業者規範不周延的農場服務場景之下，容易受到參考團體的影響，而作出不當遊憩行為。建議業者可以將遊客納入環境永續計劃之內，透過改善服務場景中的解說設計以增強其環境意識的方式，與農場員工一同達成企業社會責任—環境永續的使命。

"The damage caused by the improper behavior of tourists during the recreation process has always plagued the operators. The purpose of this study is to explore the types of mot-ives and behaviors of leisure farm visitors’improper behaviors, and to use Bitner’s service scape model to explore how private enterprises should respond to tourists' improper behavi-ors in a sustainable management perspective. In this study, tourists in the 20 leisure farms with business license registration certific-ates and service quality certification were taken as samples. The findings of this study which categories four motivations of inappropriate customer’s recreational behavior of tourists,“the inadequacy of regulations and systems”,“influenced by others”,“Intentional”,“Seduc-tive”, and four inappropriate customer’s recreational behavior factors as“information ignor-ance”,“environmental facility affect”,“activity experience affect”and“natural environ-ment destroy”. Among them,“the inadequacy of regulations and systems”and“influenced by others”explain most tourists’inappropriate recreational behavior. Partially supports this research hypothesis. It is shown that, because leisure farm operators are generally private company characteristics, tourists are susceptible to the influence of reference groups under inappropriate farm service scenes with inadequate regulations and make inapprop riate re-creational behaviors. It is suggested that the industry can include tourists in the environmen-tal sustainability plan, and through the improvement of the interpretation and design in the service scene to enhance its environmental awareness, and work with the farm employees to achieve the corporate social responsibility-environmental sustainability mission."