查詢結果分析
來源資料
頁籤選單縮合
題名 | 飛牛牧場觀光吸引力之研究=Analyses of Tourism Attraction, Tourist Satisfaction and Willingness to Revisit--A Case Study Based on Flying Cow Ranch |
---|---|
作者 | 劉泳倫; 羅孟純; Lin, Yung-lun; Lo, Meng-chun; |
期刊 | 鄉村旅遊研究 |
出版日期 | 20101200 |
卷期 | 4:2 2010.12[民99.12] |
頁次 | 頁45-61 |
分類號 | 992.62 |
語文 | chi |
關鍵詞 | 休閒牧場; 觀光吸引力; 旅遊滿意度; 重遊意願; Recreational farms; Tourism attraction; Tourist satisfaction; Willingness to revisit; |
中文摘要 | 近十年來台灣休閒農場發展迅速,但有許多農場因缺乏特色與區隔,而承受具大的經營壓力,然而如何滿足遊客需求,吸引更多的遊客,在於休閒農場是否具有獨特觀光吸引力。因此了解遊客滿意程度、重遊意願與觀光吸引力的關聯,絕對是經營成敗的關鍵因素之一。在此前提之下,本研究特別針對台灣某家休閒牧場的觀光吸引力因素進行探討,研究結果將提供給農場經營者作參考。本研究目的在探討休閒牧場觀光吸引力相關研究,以飛牛牧場遊客為對象,採便利抽樣方式進行,共發出600份問卷,得到有效問卷506份,以描述性統計、因素分析、t檢定、單因子變異數分析、皮爾森積差相關、多元迥歸進行統計分析,研究結果發現:1.觀光吸引力量表之因素分析,共得到自然生態、餐宿野炊、DIY活動、遊憩體驗等四項因素。2.不同性別、婚姻、年齡、學歷、職業、居住地對觀光吸引力有顯著差異。3.觀光吸引力與旅遊滿意度、重遊意願呈現正相關。4.觀光吸引力對旅遊滿意度、重遊意願具有影響。根據分析結果,本研究不僅對相關單位提出建議,亦對復續研究者提供復續研究方向。 |
英文摘要 | Currently, the development of recreational farms in Taiwan is booming tremendously, but under the intensive competition, many of them are bearing a large pressure due to lack of unique features and proper segmentation strategy. However, knowing the trend of tourists’ intention and how to attract more tourists is truly a crucial issue. Many prior studies have confirmed the destination attractiveness is definitely one of key factors in success of running a recreational farm. In this context, this study is particularly designed to explore the factors of destination attractiveness in Taiwan for top manager a practical reference. The purpose of this paper is to examine the correlation of the destination attractiveness, tourist satisfaction and willingness to revisit for recreational farms. The subjects of this research were the tourists visited at Flying Cow Ranch in Taiwan. The systematic sampling method was used, we issued a total of 600 questionnaires, and 506 efficacious questionnaires were collected. For the data analysis, we used descriptive analysis, t-test, one-way ANOVA, Pearson product-moment correlation and stepwise multiple regression analyses. The results are as follows: 1. Four destination attractiveness dimensions are obtained by factor analysis; "Natural Scenery," "Camping & Cooking," "DIY Activities" and "Field Experience." 2. Gender, marriage, age, education, occupation and place of residence have different significance to the tourism attraction. 3. According to the correlation analysis, tourism attraction is positive with willingness to revisit and tourist satisfaction. 4. Tourism attraction has significant influence on the prediction of the tourist satisfaction and willingness to revisit. Based on above findings, this study therefore provides some practical suggestions for owners and/or top managers; it also offers a specific orientation for academics to conduct future researches. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。