本研究旨在探討飛牛牧場遊客遊憩動機、體驗與滿意度之概況；及彼此之相關性與預測力。本研究以飛牛牧場遊客為研究對象，以問卷調查方式收集資料，問卷分為五個部份，包括：「受訪者基本資料」、「遊客遊憩動機調查量表」、「遊客遊憩體驗知覺價值調查量表」，「遊客遊憩滿意度調查量表」及「開放性問題」，共發放問卷420份，問卷回收率100%，剔除無效問卷後，獲得有效問卷412份，有效回收率為98.1%，所得資料以SPSS 20.0版統計軟體進行資料處理，分別使用敘述統計、獨立樣本t檢定、單因子變異數分析、雪費事後比較法、皮爾森積差相關及多元逐步迴歸等統計方法進行分析；研究結果顯示，透過Pearson積差相關分析；遊客對於遊憩動機與遊憩體驗；遊憩動機與遊憩滿意度；遊憩體驗與遊憩滿意度等彼此皆具顯著相關，以多元逐步迴歸分析，瞭解「遊憩動機」及「遊憩體驗」對「遊憩滿意度」的預測功能；結果發現遊客的遊憩動機與遊憩體驗亦能顯著的預測遊客的滿意度。根據本研究結果對飛牛牧場及相關業者提出建議與參考。
This study is aim to analyze the current status of Flying Cow Ranch's visitors, and explore the correlation and predictability between recreational motivation, experience and satisfaction of Flying Cow Ranch. A questionnaire survey of convenience sampling applied for this study. The research instrument included visitors’ demographic information, visitors’ recreational motivation survey scale, visitors’ experience perception value survey scale and recreational satisfaction survey scale, to take advantage of the opinion-oriented of Flying Cow Ranch's visitors for future development and how to use its natural resources and experience activities to attract visitors to visit and re-visit, and increase visitors satisfaction for in-depth discussion of this study. 420 questionnaires were handed out and responded, and 412 valid questionnaires were collected, effective response rate is 98.1%, conducted and analyzed by SPSS version 22. The analysis instruments include descriptive statistics, t-test, one-way ANOVA, correlation analysis and multiple linear regression analysis. The results demonstrate that all significant relationships between recreational motivation and recreational experience; recreational motivation and recreational satisfaction; recreational experience and recreational satisfaction of visitors. The recreational motivation and recreational experience can also significantly predicted visitor satisfaction. Based on the results of this study can provide recommendations and references for Flying Cow Ranch management.
