休閒農業遊客遊憩動機、遊憩體驗及遊憩滿意度之關聯性分析-以飛牛牧場為例

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Title:	休閒農業遊客遊憩動機、遊憩體驗及遊憩滿意度之關聯性分析-以飛牛牧場為例
Authors:	夏榕文 Hsia, Jung-Wen
Contributors:	國際企業學系 International Business
Keywords:	遊憩動機;遊憩體驗;遊憩滿意度 recreation motivation;recreation experience;recreation satisfaction
Date:	2010
Issue Date:	2014-06-27 10:47:20 (UTC+8)
Abstract:	休閒農業是台灣傳統農業轉型的新興產業，歸屬於休閒產業。該產業的特色在於豐富的農業生產、農村文化資源、及豐富的田園自然景觀，近年來休閒農場經營績效良莠不齊，許多休閒農場都面臨經營不善的問題，所以如何提高遊客對休閒農場之遊憩體驗與遊憩滿意度是值得探討的議題，本研究意欲探討遊客之遊憩動機會如何影響遊憩體驗與遊憩滿意度。本研究選取行銷績效良好的苗栗飛牛牧場之遊客為研究對象，採用便利抽樣的方式進行，總計回收205份有效問卷，在假設的檢定方面，本研究採用複迴歸分析法進行分析。經由實證分析後，得出主要的研究結果 Leisure farming industry is the emerging transformation of Taiwan’s traditional farming industry. Leisure farming is one of the important policies of agriculture development in our country. It is also a kind of recreation industry. Leisure farming possess
Appears in Collections:	[Department of International Business] Journal Articles

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