| 摘要: | 休閒農業為目前臺灣農業重要之轉折契機，近些年在政府積極推展輔導下，休閒農業、農場已紛紛趨向崛起，休閒農場自此扮演著非常重要之角色，但亦難掩臺灣農業前途之窘狀。
休閒遊憩機會正朝向多元化發展，各農場亦積極不停地善用農場各項環境資源，規劃設計出多元新奇活動，以滿足眾多遊客之口味及需求，農場資源、活動項目之多寡、業者經營的態度以及服務之品質，直接影響遊客之偏好、阻礙、效益，消費者基本之感受。基於如上敘述，本研究之主要目的在於探討休閒農場遊客對農場資源、活動項目、經營態度以及服務品質與遊客之偏好、阻礙、效益的關聯程度，以提供相關業者經營之參考。
本研究以宜蘭縣頭城農場為研究標的，使用便利抽樣法，針對蒞臨農場且完成休閒體驗活動的遊客進行問卷調查，共發放515份問卷，經運用SPSS統計軟體，t檢定、ANOVA單因子變異數分析、相關分析、多元回歸分析，以探討遊客特性、休閒偏好、休閒阻礙及休閒效益之關係，經過實證分析，得到以下結論：
1.農場遊客在偏好上普遍對生態森林浴、自然景觀環境、導覽解
說、生態保育教育之休閒觀偏好期望最高。在效益上普遍對社
交、教育、生理等效益最為激賞。
2.遊客之性別、年齡、婚姻狀況、教育程度、職業、月收入等對
休閒偏好、休閒阻礙、休閒效益皆有顯著性相關。
3.農場環境氛圍促進偏好提高，相對地休閒效益亦相對顯著相關。
4.休閒偏好對休閒阻礙未具顯著，呈負相關；休閒阻礙對休閒效
益未具顯著，亦呈現負相關。
Leisure agriculture is the current Taiwanese agriculture important transition point，in recent years，the government is actively promote counseling，the leisure agriculture，the farm have tended to grow up and also played a very important role on agriculture in the near future，but it is difficult to get through the future bottle neck of Taiwanese agriculture。
The recreations are toward diversifying，the farms also actively take the advantage of the efficiency of environmental resources to satisfy tourists need。The numbers of farm resources and activities，the attitude of the management and service quality directly have impacts on the preference, obstacle，benefit and consumer experience of the visitors。 Based on the above description，the main purpose of this study is to investigate the correlation of visitors attributes, activities, management behavior, service quality and visitor’s preferences , constraints, benefits to the resource of the farm. It is to provide the relative enterprise for reference。
The research by case of Toucheng Farm，Yilang，using convenient sampling method was used for study the leisure tourist experience of the farm，the tourists answered the questionnaires, 515 valid questionnaires were collected and calculated by using SPSS statistical software, analyses on t-test, ANOVA (single factor variance analysis), correlation and multiple regression were conducted to study the relations of characteristics of tourists, leisure preferences, leisure obstacles and recreational benefits。 ii
The empirical analysis have the following conclusions：
1.The general preference of farm tourist on the ecological forest bath, the natural landscape environment, survey illustration, ecological conservation education with highest expectations。In the efficiency of sociality, education, physiology are deeply appreciated。
2.The sexuality, age, marital status, education level, occupation, monthly income… etc. of the visitor all have significant correlation with leisure preference, leisure obstacle and leisure benefits。
3.To improve the farm environment is to enhance the preference and also the leisure benefit。
4.No evidence of leisure preference affected the leisure constraints, also, no evidence of leisure constraints affected the leisure benefit, both of them had negative correlation results。 |
