| 摘要: | 本研究主要探討休閒農場的吸引力、體驗、滿意度與重遊意願，以位於嘉義縣的獨角仙休閒農場為個案分析對象。本研究採問卷調查方式，以便利抽樣法，對遊玩獨角仙休閒農場後的遊客進本資料蒐集，總計回收400份有效問卷。資料分析的方法有描述性統計、因素分析、信度分析、單因子變異數分析及線性結構方程式。 研究結果發現：1.到獨角仙休閒農場的遊客以女性、年齡31-40 歲、大（專）院校、居住於南部居多。2.旅遊特性以自行開車、第一次到訪、與家人、親戚結伴同遊、朋友介紹居多。3.吸引力經因素分析，可分為「學習成長」、「休閒調劑」、「消費合理及便利」及「知名度及口碑」等四個因素構面。4. 滿意度經因素分析，可分為「自然與遊憩體驗」、「服務設施」、「人際互動」等三個因素構面。5.在休閒農場吸引力、體驗、滿意度與重遊意願關係模式方面，實證結果發現：吸引力對滿意度有顯著正向影響；體驗對滿意度有顯著正向影響；滿意度對重遊意願有顯著的正向影響；吸引力對重遊意願無顯著正向影響；體驗對重遊意願無顯著正向影響。
The purpose of this research is to study the relationship among attraction, experience, satisfaction and willingness to revisit of the leisure farm from Rhinoceros Beetle leisure farm in Chiayi county.A structured questionnaire was designed to collect the data form the visitors who have visited Rhinoceros Beetle leisure farm.By means of convenience sampling, a total number of 400 valid samples were obtained. The data were analyzed by using descriptive statistics, factor analysis, reliability analysis, one-way ANOVA analysis and LISREL. The results are as follows:1. Most of the visitors are female, aged 31 to 40, college students, and live in south part of Taiwan.2. As far as the travel characteristics, most of the visitors are voluntarily drives, first time to visits, with the family member, the relative accompanies goes to travel, and friend introduction.3. Attraction by using factor analysis, four factors were extracted and named as 'study growth', 'leisure fills prescription', 'expends reasonable and convenient', and 'well-knownness and oral traditions'.4. Satisfaction by using factor analysis, three factors were extracted and named as 'nature and amusement and rest experience', 'servicing facility', and 'interpersonal interaction'.5. By using LISREL, the results showed that attraction and experience,respectively, positively affect satisfaction; satisfaction positively affects willingness to revisit; attraction and experience, respectively, aren't positively affect willingness to revisit. |
