遊戲化有效嗎？探討休閒農業區遊客體驗遊戲化之影響研究

Does Gamification Work? Examining Tourist’s Gamified Experience at Recreation Agriculture Areas

本研究係為瞭解休閒農業區遊客體驗遊戲化如何經由流暢體驗，進而影響行為意圖。選擇具人文藝術體驗類型的苗栗縣雙潭和生態農事體驗類型的南投縣桃米等2處休閒農業區進行實證，獲致411份有效問卷。研究結果發現：遊客體驗遊戲化對流暢體驗具有正向的影響，其中以「精熟感」在體驗遊戲化扮演最重要角色，其次分別為「樂趣性」、「自主性」、「歸屬感」、「故事性」及「勝任感」。此外，流暢體驗正向影響重遊意願及口碑推薦，流暢體驗也扮演完全中介角色。最後依據研究結果提出休閒農業區遊客體驗遊戲化管理意涵與建議。

The purpose of this study is to understand how a tourist’s gamified experience influences their intention to revisit recreation agriculture areas, and word of mouth by flow experience. A total of 411 valid questionnaires were collected from two recreation agriculture areas, including“Humanistic Art Experience Type”Shuangtan in Miaoli County and“Ecological Farming Experience Type”Taomi in Nantou County. The results show that a tourist’s gamified experience has a positive effect on flow experience, among which mastery plays the most important role in the gamified experience, followed by fun, autonomy, relatedness, narratives, and competence. In addition, flow experience has a positive effect on tourists’revisit intention and word of mouth. Flow experience is also an important mediator. Finally, how a tourist’s gamified experience leads to managerial implications and suggestions for future researches are also discussed.