休閒農場消費者滿意度與重遊意願之探討－以走馬瀨農場爲例

The Relationship between Consumer Satisfactions and Repeat Visits in Leisure Farms-Case Study of Leisure Farms in Tsou-Ma-Lai Farm

10.6983/KHHYKTHP.201003.0221

何黎明；蘇郁芬

休閒農場 ； 遊客滿意度 ； 重遊意願 ； 羅吉斯迴歸 ； leisure farm ； consumer satisfactions ； repeats visits ； Logistic Regression

高雄海洋科大學報

24期（2010 / 03 / 01）

221 - 237

繁體中文

在國人愈來愈重視休閒生活，從事戶外旅遊活動逐漸增加，使得休閒農場近年來不斷經營開發旅遊市場，已成爲國人旅遊目的選擇之一。本研究之目的在透過問卷調查，分析走馬瀨農場遊客之滿意度與重遊意願關係。於2008年7月至8月以系統抽樣法進行問卷調查，計得有效問卷393份。並以因素分析、單因子變異數分析、卡方檢定、T檢定及羅吉斯迴歸方法加以分析。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爲主。在遊客行爲方面，大部分遊客都是第一次前來(55.7%)，至於旅遊同伴以家人或親戚一同前往佔大部分(36.1%)，停留時間以半日(29.3%)或一日(46.8%)爲主。交通方面以自用車(48.3%)與機車(23.4%)、遊覽車(14.8%)爲主，大部份遊客是從來過的親朋好友得知訊息(21.2%)。羅吉斯迴歸(Logistic Regression)研究結果發現重遊意願受餐飲相關設施品質、消費價格與人員專業及重視遊客程度顯著影響。建議創造農場特色之餐飲，加強人事訓練，審視定價策略以增強休閒農場消費者之重遊意願。

Due to increasing demands in leisure lives, increasing proportion of popularity are engaged into outdoor traveling activities, which enhance constant development of traveling market in leisure farm and become one traveling option in our country. The main purpose of this study is to understand the Repeat Visits and their satisfactions of Zou-ma-lai Farm through the questionnaire survey. The investigation was conducted from July to August, 2008. Total 393 copies of effective questionnaires were received, which are used methods including factor analysis, t-test, one way ANOVA, chi-square test and logistic regression. 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 (55.7%), with relatives/friends (36.1%) and half (29.3%) or one (46.8%) day stay. Private vehicles (48.3%)、Moto bay (23.4%) and bland tour bus (14.8%) were the main transportation utilized by the visitors. To know this destination, the main resource is through the information from relatives and friends. The Logistic Regression research findings are powerful predicting image variables on repeat visits were food and beverage facility and service, goods price, personal services. Suggestion is that Zou-ma-lai Farm should cooperate with some related department in university to improve significant factors.

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