體驗活動對遊客滿意度之影響：以苑裡有機稻場遊客為案例分析

The Effect of Experience Activities on Tourists' Satisfaction: A Case of Organic Rice Farm Visitors in Yuen-Li Township

林杏如(Hsing-Ju Lin)；李學愚(Shyue-Yu Lee)；陳衍秀(Yen-Hsiu Chen)；陳信泰(Hsin-Tai Chen)

體驗活動 ； 遊客滿意度 ； 有機稻場 ； experience activity ； tourists' satisfaction ； organic rice farm

康大學報

4卷（2014 / 05 / 01）

21 - 31

繁體中文

本研究之目的是藉由遊客參與體驗活動來探討遊客在有機稻場體驗活動所獲得的感受，是否能提昇遊客之滿意效果，進而達到推廣自然與有機稻場的宗旨。以317位造訪苑裡有機稻場，並實際參與有機稻場體驗活動方案的遊客為研究對象。結果顯示：在苑裡有機稻場遊客體驗活動中，「感官體驗」、「情感體驗」、「思考體驗」及「行動體驗」等構面，都顯著影響旅遊滿意度。建議有機稻場在規劃體驗環境與設計體驗活動時，可以多方營造體驗情境，藉由多種體驗媒介來深化遊客體驗，以提高遊客滿意度。

The aim of this study is to investigate if the feelings of tourists' participation in experience activities of organic rice farm visitors can help enhancing their satisfaction in experience activities, and accomplish the goal of promoting nature and organic rice farms. Taking 317 visitors who participated in experience activities of Yuan-Li Organic Rice Farm as objects of the study, the result shows that sensory experience, sentimental experience, thinking experience and activity experience have significant influences on tourists' satisfaction. Therefore, organic rice farms are advised to improve the diversity of experience activities and environments by the integration of various media types, in order to enrich the experience of tourists and increase their satisfaction.