走馬瀨農場遊客動機與滿意度之研究

The Study of Visitors' Motivation and Satisfaction of Zou-ma-lai Farm

10.30133/BLIR.200412.0005

劉惠國(Hui-Kuo Liu)；許世宏(Shih-Hung Hsu)；王青源(Ching-Yuan Wang)

走馬瀨農場 ； 遊客動機 ； 遊客特性 ； 滿意度 ； Zou-ma-lai Farm ； visitor motivation ； visitor characteristics ； satisfaction

生物與休閒事業研究

2卷2期（2004 / 12 / 01）

80 - 91

繁體中文

本研究之目的在透過問卷調查，分析走馬瀨農場遊客之動機與滿意度。於2004年7月3日至25日進行問卷調查，計得有效問卷301份。調查結果顯示：走馬瀨農場的遊客以南部且中年齡層、高學歷、中高家庭收入之服務業為主。在遊客行為方面，大部分遊客都是第一次前來(82.4%)，至於旅遊同伴以家人或親戚一同前往佔大部分(44.2%)，停留時間以一日(38.5%)或二日(35.5%)為主。交通方面以自用車(47%)與遊覽車(53%)為主，大部份遊客是從來過的親朋好友得知訊息(85.4%)。在遊客的旅遊動機方面，顯示遊客並非因農場內的自然資源部份而吸引。在滿意度方面以「交通狀況」、「農場活動體驗」及「服務人員態度」為最高，但「設施清潔度」、「設施安全」及「公共設施」方面仍需加強。綜合言之，走馬瀨農場的經營管理已獲受訪民眾的肯定，但仍有許多地方需要加上改進。因此建議爾後定期進行調查，建立完整之遊客資訊系統提供經營者管理措施檢討評估之依據。

The main purpose of this study is to understand the visitor travel motivations and their satisfactions of Zou-ma-lai Farm through the questionnaire survey. The investigation was conducted from July 3rd to 25th, 2004. Total 301 copies of effective questionnaires were received. It was shown that the majority of visitors was from southern Taiwan and fell into the mid-age. In addition, most visitors were middle/high household income levels, highly educated and work in service industry. Furthermore, most visitors were first time to visit this destination (82.4%), with relatives/friends (44.2%) and one (38.5%) or two (35.5%) day stay. Private vehicles (47%) and tour bus (53%) were the main transportation utilized by the visitors. To know this destination, the main resource is through the information from relatives and friends. It was revealed that the natural resources were not the primary factor influencing visitors' motivation to Zou-ma-lai Farm. The access and experience of farm activity were the high satisfaction items perceived by visitors. Then, the hygiene and safety of public facilities need to be improved. Overall, most of the comments concerning the management of operation were positive. However, significant improvements were expected. Thus, it is recommended that the regular surveys should be conducted to establish a complete tourist monitoring system which can offer the important references to the management and assessment of Zou-ma-lai Farm operation.