遊客的知覺價值、幸福感與重遊意願關係之研究──以東勢林場為例

"A Study on the Relationship between Tourists' Perceived Value, Happiness, and Willingness to Revisit -Taking Dongshi Forest Farm as an example"

"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。目前已有不少人成功轉型為休閒觀光林場，結合娛樂、休閒、教育成為複合式的休憩新據點。如何將林場與休憩活動相互結合，發揮林業生產、生活及生態保育之服務功能，以提高林場經營所得，提升國民休閒旅遊品質，著實是未來林場發展的重要課題，並能根據研究結果提出建議，給予東勢林場作為改善的依據。 本研究主要以台中市東勢林場遊客為研究對象，主要探討遊客的知覺價值、幸福感與重遊意願變數之因果關係，以信度分析及迴歸分析法進行統計分析。研究結果發現：分析遊客的知覺價值、幸福感與重遊意願的關聯性，發現遊客的知覺價值對幸福感有顯著影響、遊客的知覺價值對重遊意願有顯著影響、幸福感對重遊意願的顯著影響均得到支持 ; 幸福感對遊客的知覺價值及重遊意願關係具有中介效果。"

"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 people have successfully transformed into a leisure and sightseeing forest farm, combining entertainment, leisure, and education to become a new complex of recreational bases. How to integrate forest farms with recreational activities, and give full play to the service functions of forestry production, life and ecological conservation, so as to increase the operating income of forest farms and improve the quality of national leisure tourism is indeed an important topic for the future development of forest farms, and suggestions can be made based on the research results. Give Dongshi Forest Farm as a basis for improvement. This study mainly focuses on tourists from the Dongshi Forest Farm in Taichung City. It mainly explores the causal relationship between tourists' perceived value, happiness, and willingness to revisit. Statistical analysis is carried out by reliability analysis and regression analysis. The results of the study found that: Analyzing the relationship between the perceived value of tourists, happiness and willingness to revisit, it was found that the perceived value of tourists has a significant impact on happiness, the perceived value of tourists has a significant impact on the willingness to revisit, and happiness has a significant impact on the willingness to revisit. The significant influence of is supported; the perceived value of tourists has a mediating effect on the relationship between happiness and willingness to revisit."