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題 名 | 休閒農場遊客行為之研究--以走馬瀨農場為例=Traveler Behavior Model for the Leisure Farm in Taiwan--A Case Study of Tsou-Ma-Lai Leisure Farm |
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作 者 | 甘唐沖; 張文娟; 許沂松; | 書刊名 | 管理實務與理論研究 |
卷 期 | 3:1 2009.03[民98.03] |
頁 次 | 頁1-27 |
分類號 | 992.014 |
關鍵詞 | 休閒農場; 旅遊動機; 旅遊阻礙; 重視度; 滿意度; 忠誠度; Leisure farm; Motive; Constraint; Importance; Satisfaction; Loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以走馬瀨農場遊客爲發放對象,採用便利抽樣與人員現場訪問的方式,共回收439份有效問卷,目的在於了解不同遊客之旅遊動機、旅遊阻礙、重視度、滿意度與忠誠度之間之關係。研究結果發現(1)不同社經背景之受訪遊客對休閒農場之旅遊動機、消費阻礙亦不同;(2)受訪遊客旅遊動機大部分遠高於旅遊阻礙;(3)受訪遊客旅遊動機與重視度及滿意度呈正相關;(4)受訪遊客旅遊重視度高於旅遊滿意度;(5)受訪遊客重視度及滿意度與忠誠度呈正相關,受訪遊客對旅遊重視度、滿意度越高,其對旅遊忠誠度也越高。本研究最後提出行銷與管理策略,以做爲休閒農場業者經營其農場之參考。 |
英文摘要 | This research aims to understand motives, constraints, importance, satisfaction and loyalty of leisure farm tourists. The survey for this research was conducted at Tsou-Ma-Lai Leisure Farm using convenience sampling. A total of 439 valid questionnaires were obtained. Analysis shows various results. (1) Respondents of different social backgrounds have different travel motives and constraints. (2) Respondents' motives have higher ratings than their constraints. (3) Respondents' motives have positive relations with importance and satisfaction. (4) Importance ratings are higher than satisfaction ratings. (5) Importance and satisfaction have a positive relation with loyalty. The research results suggest that high importance and satisfaction will result in high loyalty. The results of this research are information for leisure farm operators to consider in formulating their management strategies. |
本系統中英文摘要資訊取自各篇刊載內容。