年輕世代遊客體驗行銷、知覺價值與滿意度之研究──以農村旅遊為例

A Study on Experience Marketing, Perceived Value and Satisfaction of Rural Tourism: The Perspective of Young Generation Tourists

受到新冠狀病毒疾病全球蔓延的影響，許多產業遭受嚴重的衝擊，而影響與受創最大的，就是觀光產業。隨著疫情復甦，世界各國都在積極重建國內觀光產業。本研究以知名的農村旅遊社區，採問卷訪談方式，共回收292份有效問卷中，男性130人佔整體樣本44.5%，女性162人佔整體樣本55.5%。研究發現年輕世代遊客在關聯體驗和情感體驗模組的平均數大於4，而在思考體驗、行動體驗和感官體驗模組上屬於中上等級，表示農村旅遊提供體驗自然生態的機會、使遊客能夠放鬆心情、感覺自在舒適、感受到愉悅的情緒，是提供遊客一個好去處。以皮爾森積差相關來分析變項間的關聯性，農村旅遊的體驗行銷五項策略體驗模組、知覺價值與滿意度間有正向的顯著關係。在迴歸分析結果顯示，體驗行銷對滿意度有正面的影響效果，但加入知覺價值後，體驗行銷對滿意度的影響卻不顯著。也就是說年輕世代遊客對農村旅遊的知覺價值會影響其滿意度，但知覺價值必須伴隨著農村旅遊的體驗行銷才能產生。

Affected by the global spread of the new coronavirus disease (COVID-19), many industries have been severely impacted. And, the biggest impact and damage is tourism industry. As the epidemic recovers, countries around the world are actively rebuilding domestic tourism. This study adopted questionnaire interview method, and a total of 292 valid questionnaires were collected. There were 130 males accounted for 44.5%, and 162 females accounted for 55.5% in the sample. The study found that agritourism provides opportunities to experience natural ecology, allowing tourists to relax, feel comfortable and happy, and is a good place for tourists. There is a positive and significant relationship between the five strategies of agritourism experiential marketing experience module, perceived value and satisfaction. The analysis results show that the perceived value of agritourism among young generation tourists will affect their satisfaction, but the perceived value must be accompanied by experiential marketing of rural tourism to be generated.