金門農業試驗所休閒農場體驗價值之研究

A Study of Experience Value in Recreational Farm of Kinmen Agricultural Research Institute

本研究針對後疫情時代到金門的旅遊者為研究對象，設定到過金門農業試驗所附屬示範休閒農場旅遊的遊客進行問卷調查，目的在了解新冠疫情下遊客到金門旅遊的原因，探討金門離島休閒農場體驗價值之差異，採文獻、現地調查、問卷調查法。本研究為地區型研究發放500份樣本數，有效回收428份，回收率為85.6％，我們運用單因子變異數、因素分析，來分析遊客「效率」、「卓越」、「美感」與「趣味」的體驗價值。結論為：1.不同人口統計變項在農場體驗價值，部分顯著差異：人口統計變項在年齡、教育程度、職業、平均月收入、居住地達顯著差異；性別、婚姻部份呈現部分顯著差異。2.新冠疫情下旅客到金門休閒農場體驗價值具有顯著差異性：旅遊財務原因、資訊、交通、逗留時間，在體驗價值「效率」、「卓越」、「美感」與「趣味」均呈顯著差異。建議如下：1.辦理農場體驗相關活動增加互動遊戲，分齡設計讓各年齡層都能找到適合的體驗設施，提升趣味性之體驗價值，以提升不同人口變項之參訪意願；2.應增加關聯性之體驗，例如增種每個月開花植物讓四季都充滿花香，多處增設導覽圖輔以圖解，並增設動態設施等，以效率卓越來提升趣味、美感性；3.多應用資訊等體驗行銷手法，如募集參訪者心得分享文等，以提高體驗價值的感受，讓遊客體驗後疫情休閒農業之新療癒。

This study is aimed at tourists who have visited Kinmen Islands in the post-epidemic era, and questionnaire survey for tourists who have visited the leisure farm affiliated to the Kinmen Agricultural Experiment Institute. The purpose is to understand the reasons why tourists travel to Kinmen under the epidemic, and to explore the difference in the experience value of leisure farms in Kinmen. Using literature, on-site investigation, and questionnaire survey methods, this study is a regional study, with 500 samples distributed, 428 valid questionnaires were returned, and the recovery rate was 85.6%. We use one-way analysis of variance and factor analysis to analyze the experience value of tourists' 'efficiency', 'excellence', 'beauty' and 'interest'. The conclusions are as follows: 1. There are some significant differences in the farm experience value of different demographic variables: the demographic variables age, education level, occupation, average monthly income, and place of residence are significantly different; gender and marriage are partially significantly different. 2. There are significant differences in the experience value of tourists visiting Kinmen Leisure Farm under the epidemic: financial reasons for travel, information, transportation, and length of stay are significantly different in the experience value of 'efficiency', 'excellence', 'beauty' and 'interest' . This study recommends the following： 1. Add interactive games for farm experience-related activities, and age-based design allows all age groups to find suitable experience facilities, enhance the value of interesting experience, and increase the willingness to visit for different demographic variables; 2. Increase the experience of relevance, such as plant more flowering plants every month to fill the four seasons with floral fragrance, adding more guide maps and explanations in many places, and adding dynamic facilities, etc., to enhance the fun and aesthetics with excellent efficiency; 3. More application information and other experiential marketing methods, such as collecting visitors' experience sharing articles, etc., to improve the experience of value, allowing visitors to experience the new healing of post-epidemic leisure agriculture.