| 摘要: | 本研究以參與白河蓮農特區旅遊遊客為主要研究對象，透過問卷調查，以進ㄧ步了解遊客之旅遊動機、滿意度與遊客對蓮花睡蓮認知之關聯性。問卷調查結果共獲得473份有效問卷，之後並以SPSS 10.0統計軟體進行因素分析、信度分析與單因子變異數分析，經實證結果得到以下幾點結論：(1)受訪遊客以21－30歲得年輕族群為數較多，女性多於男性，居住地分布以南部地區為主，大部分遊客的旅遊動機均是全程體驗白河蓮農特區的產業文化活動，同時以全家親子及親友一同出遊為較高之比例；(2)白河蓮農特區休閒產業文化活動是以「放鬆心情舒解壓力」、「了解當地農業文化」、「來看本地特殊景觀」、「享受本地自然美景」、「拓展蓮花睡蓮知識領域」與「增加朋友情感」為吸引旅遊動機的主要因素；(3)遊客屬性不同，在滿意度調查分析後有顯著不同；(4)遊客性別職業教育程度婚姻狀況居住地的不同對蓮農特區的旅遊動機也不同，拓展蓮花睡蓮知識領域上也有顯著差異；(5)遊客最滿意於了解當地農業文化」、「來看本地特殊景觀」與「放鬆心情舒解壓力；(6)受訪遊客對白河蓮農特區文化活動的體驗感受，普遍感到滿意，遊客重遊意願高，也樂於向親友推薦白河蓮農特區產業文化節（白河蓮花季）。鑒於上述之結果，本研究提出幾點建議：（1）須加強白河蓮農特區產業文化活動之行銷；（2）提供更完善軟硬體設施，讓遊客更易明暸；（3）應培養專業人才能力，提升服務多角化，品牌制度建立，服務品質優質化；（4）強化產業文化活動內容，增加遊客旅遊動機吸引力前來實際體驗，以提高旅遊滿意度，增強其重遊意願，同時也對當地文化產業、經濟與就業人口均有正面的意義與提升。冀望本研究結果可提供國內產業文化與觀光旅遊界，未來在從事規劃與舉辦產業文化活動之參考。
This research was conducted based on the tourist samples taken from Paiho Lotus Farming Community. The Correlation between tourism motivation, satisfaction degree of tourists and the cognition on lotus nymphaea of tourists was also examined by way of questionnaire investigation. In total there were 473 valid questionnaires returned, and SPSS version 10.0 (Statistical software) was utilized to conduct Factor Analysis, Reliability Analysis, and one-way ANOVA. Some conclusions are drawn as follows according to the empirical results: (1) the age of most visitors range from 21-year-old ~ 30-year-old, generally the younger generation. And the ratio of female is higher than that of male. For the residential distribution, most of them live in the southern area of Taiwan. The tourism motivation of most visitors aimed to comprehensively experience the industry's cultural activity of Paiho Lotus Farming Community, and the family tourism including parents-children or kinsmen kept a greater proportion in visitors; (2) the main factor attracting the tourism motivation of the industry's cultural activity of Paiho Lotus Farming Community is ＂to relax, decrease anxiety and stress,＂ ＂to have insight into such fields as local agricultural culture,＂ ＂to sightsee the exceptional landscape,＂ ＂to enjoy the beauty of the local natural world,＂ ＂to extend the knowledge range of lotus nymphaea,＂ and ＂o improve the interaction among friends;＂(3) groups of different sense of community were significantly correlated to visitors' satisfaction degree via analysis of questionaire; (4) not only the tourism motivation towards Lotus Farming Community but also the extending of the knowledge range of lotus nymphaea are affected by the tourists'ender, occupation, education level, marital status, and living location; (6) in general, the respondents were satisfied with the cultural activities of Paiho Lotus Farming Community. Visitors with higher degree of willingness of revisit tend to recommend their friends and families to join Industry’s Cultural Festival of Paiho Lotus Farming Community (Tainan Paiho Lotus Carnival). Based on the above results, several suggestions were presented as follows: (1) marketing of the industry’s cultural activity of Paiho Lotus Farming Community should be enhanced; (2) more complete software and hardware facility would be provided so that the visitors can easily understand; (3) the training of the talented persons and the diversification of services should be enhanced, the brand system should be established, and the quality of services should be improved; (4) the content of the industry’s cultural activity should be enhanced so as to attract more visitors not only to experience the festival but also to improve the tourism satisfaction degree to strengthen the willingness of revisit. Meanwhile, this has brought positive meanings and benefits in enhancing the local culture industry, economy, and the employed population. Hope the research results provide the domestic industry’s cultural and tourism industry valuable examples and references for the planning and launching of industry’s cultural activity in the future. |
