新冠肺炎(COVID-19)期間，國外旅遊因疫情而全部停擺，此時興起一波新的住宿浪潮「豪華露營」(Glamping)，加上名人、網紅及各大社群媒體的傳播效應，每逢周末假日豪華露營的住宿幾乎一帳難求。然而，豪華露營仍屬於新興產業，需要有更多的實證研究來確認顧客的感知與偏好，以作為業者在經營上的參考。本研究之目的在於了解豪華露營者的參與動機、體驗價值與幸福感之關係，然而，目前台灣在這方面的研究相當有限，為了補足這樣的缺口，本研究以台灣豪華露營參與者為研究對象，採取問卷調查法，實收有效問卷444份，以相關分析及迴歸分析等統計方法進行資料分析。研究結果發現，豪華露營參與者參與動機能有效預測幸福感；豪華露營參與者參與動機與體驗價值具有正向關係；豪華露營參與者體驗價值與幸福感具有正向關係；豪華露營參與者體驗價值對參與動機與幸福感產生中介效果。
During COVID-19, foreign travel was halted and a new wave of accommodation called "Glamping" emerged. Since glamping is still an emerging industry, more empirical studies are needed to identify customer perceptions and preferences as a reference for operators in their operations. The purpose of this study is to understand the relationship between participation motivation, experience value, and well-being of glampers. However, there is limited research in this area in Taiwan, so in order to fill this gap, this study uses the "Participation Motivation Scale", "Experience Value Scale", and "Well-being Scale" as the formal questionnaires. The survey results were analyzed by correlation analysis and regression analysis. The estimated results were: 1) there was a positive correlation between participation motivation, experience value and well-being; 2) both participation motivation and experience value positively affected well-being; 3) the predictive power of participation motivation on well-being was higher than the satisfaction level.
