遊憩動機對遊憩滿意度之影響-以屏東熱帶農業博覽會為例

The influence of recreation motivation on recreation satisfaction- Pingtung Tropical Agriculture Expo as an example

在產業文化的迅速發展的情況下，傳統農業面臨市場轉型的挑戰，如何將傳統農業與文化觀光結合來吸引更多的遊客，進而轉型成休閒農業是現代農業科技的議題。有鑒於此屏東縣政府創辦熱帶農業博覽會，本研究以2020屏東熱帶農業博覽會之遊客為對象，探討人口統計變數差異、遊憩動機、遊憩滿意度之間的關係，問卷採用隨機抽樣法，共發放1203份問卷，回收有效問卷1199份。使用SPSS23.0統計軟體分析資料，分析方法包含敘述性統計、信效度檢測、單因子變異數分析法、迴歸分析。研究結果發現：1、人口統計變數的差異會造成遊憩動機與遊憩滿意度的不同。2、遊憩動機對遊憩滿意度有正向顯著影響。

With the rapid growth of industrial culture, the traditional agricultural industry is facing the challenge of market transformation, how to combine traditional agricultural culture with tourism and attract a large number of tourists, and how to transform into leisure agriculture is the technological growth of modern agriculture. In view of the Tropical Agriculture Expo organized by Pingtung County Government, this study was conducted to investigate the relationship among the differences in demographic variables, recreational motivation, and recreational satisfaction among the visitors of the Tropical Agriculture Expo 2020 in Pingtung, Taiwan. 1,203 questionnaires were sent out and 1,199 valid questionnaires were collected by using the convenience sampling method. SPSS23.0 statistical software was used to analyze the data, and the analysis methods included descriptive statistics, reliability and validity tests, one-way analysis of variance, and regression analysis. The results of the study revealed that: 1) demographic variables affect recreation motivation and recreation satisfaction; 2) recreation motivation has a positive and significant effect on recreation satisfaction.