樂活是一種新興的生活型態，人類面對21世紀地球資源有限與環境變化下，每個人都應該以追求環境保護、健康、永續的生活方式為願景。本研究主要以樂活傾向探討休閒農場遊客休閒體驗與休閒滿意度之研究，並探討其關連性。休閒農業為台灣傳統農業轉型的策略，屬於觀光休閒產業之ㄧ。該產業核心競爭力在於具有豐富的農業生產、生活、生態和生命以及農村文化資源與豐富的田園自然景觀的結合，因此，遊客的休閒體驗與休閒滿意度也不同。對於業者而言，瞭解休閒農場遊客對體驗活動的樂活感受，讓遊客產生正向的滿意度，以吸引遊客重遊，是經營者的主要考量課題。根據研究結果，對後續研究者提出建議，以期對於樂活生活行為相關研究做出具體的貢獻，更希望藉由本研究，讓休閒農場遊客了解休閒體驗對於提升休閒滿意度的重要，亦使一般民眾更能瞭解樂活的精神，進而實踐樂活的意義。本研究以頭城休閒農場遊客為研究對象，採用便利抽樣法選取500位問卷受訪者。本研究採用描述性統計及獨立樣本t檢定、單因子變異數分析與迴歸分析等統計方法進行實證分析並驗證研究假設。
The attention to environmental sustainability and health issue has increased substantially during the past few years. Challenges of limited global resources and critical
environmental changes have driven the general public into the pursuit of an environmental sustainable and healthy way of living. The LOHAS (Lifestyle of Health and Sustainability) philosophy is a new rising wave of lifestyle of the 21st century. The present study intends to understand leisure farm’s visitors’ leisure experience and leisure satisfaction from a LOHAS trendency perspective and how to better meet their recreation needs. The agricultural context in Taiwan has undergone several structural changes during the past decades. Agritourism is increasingly being adopted in Taiwan and is suggested to bring a myriad of economic as well as non-economic benefits to farmers, visitors and communities. The aims for the present study are several folds.First is to develop a typology for visitor leisure experience and leisure satisfaction of leisure farms from a LOHAS trendency perspective. Second, is to gain an in-depth understanding in leisure satisfaction with the on-site activities provided by leisure farms. Sample visitors were selected from Taiwan I-Lan Toucheng leisure farm and by convenient sampling. A total of 500 surveys were distributed. Data collected were analyzed with descriptive statistics, independent samples t-test and ANOVA, regression analysis statistic methods for analysis and test the hypotheses. There were indicated on leisure experience, leisure satisfaction and LOHAS trendency, based on gender, level of education and vistors’ age etc. The study supports research conducted on other populations.Findings can provide industry leaders and government policy makers alike with practical knowledge with which to formulate better marketing plans and policies for leisure faming.
