休閒農業民宿旅客特性與動機之研究

Visitors' Characteristics and Motivations of Pension in Agriculture Tourism Areas

10.6267/JTLS.1997.3(1)1

欧聖榮(Sheng-Jung Ou)；姜惠娟(Huey-Giuan Gian)

休閒農業 ； 民宿 ； 動機 ； 旅客特性 ； Agriculture Tourism ； Pension ； Motivation ； Visitors' Characteristics

觀光研究學報

3卷1期（1997 / 06 / 01）

1 - 14

繁體中文

本研究主要目的在於了解國內民宿旅客之社經背景特性與投宿情形，並探討民宿旅客選擇民宿的動機，期藉由對民宿旅客類群之瞭解，將所得之結論提供未來發展、推動及實施民宿時之參考。本研究採用問卷調查鹿谷休閒農業民宿村與八卦力民宿村的民宿旅客，並利用等距取樣法取樣，共得有效問卷218份。經由分析的結果，本研究得到主要的結論如下：(1)選擇民宿的動機之同意度因子經由因素分析可得五項因素，「民宿的效益性」、「民宿的環境與體驗性」、「民宿的寧靜與質樸性」、「民宿的便利性」與「民宿的嘗試性」。(2)經由族群分析將民宿旅客分成五大旅客類群，「效益追尋型」、「環境特質型」、「嘗試型」、「便利型」與「綜合型」。(3)民宿旅客社經背景特性不同，其在選擇民宿動機同意度之認知上差異不大。

The main purpose of this study was to understand visitors' characteristics and motivations of selecting pension as an accommodation overnight in agriculture tourism areas. It was expected that the results would provide guidelines for future pension development and implementation. This study used questionnaires to survey two pension villages in agriculture tourism areas, Barguarly and Lewgoo. The study used systematic sampling method to select survey samples and 218 valid samples were obtained. Data were analyzed by descriptive statistics, T-test, one-way analysis of variance, reliability analysis, factor analysis, and cluster analysis. The results showed that nineteen motivations of pension selection were reduced to five factors, ”benefit of pension”, ”environment and cxperience of pension”, ”tranquil and simple of pension”, ”convenience of pension”, and ”tryout of pension”. Through cluster analysis, pension visitors were grouped into five clusters, ”benefit sought cluster”, ”environmental characteristic cluster”, ”tryout cluster”, ”convenience cluster”, and ”general cluster”. Pension visitors with different characteristics had similar perceptions on the motivations of pension selection.