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研究生:林義倫
研究生(外文):Yi-Lun Lin
論文名稱:休閒農場情境對遊客遊憩體驗與知覺價值影響之分析
論文名稱(外文):The Analysis on Effects of Leisure Farm’s Situation on Tourism Experience and Perception Value
指導教授:林俊昇林俊昇引用關係
指導教授(外文):Jeun-Sheng Lin
學位類別:碩士
校院名稱:國立屏東商業技術學院
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:91
中文關鍵詞:結構方程式模型知覺價值遊憩體驗休閒農場旅遊情境
外文關鍵詞:structural equation modelingperceived valuessituational of tourismplaying experiencesleisure farm
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本研究以旅遊情境為主,探討遊客參與休閒農場之遊憩體驗與知覺價值,結果可作為業者改善農場休閒設施之參考。因此本研究目的即在分析遊客在休閒農場提供的旅遊情境是否會影響其遊憩體驗與知覺價值;不同旅遊情境是否對遊客的旅遊意願亦會產生影響等問題進行研究。
研究中採用問卷調查蒐集資料,研究對象是以前往南部休閒農場遊玩的遊客進行調查,共發出420份問卷,有效問卷共387份,並利用結構方程式模型進行資料分析及假設的驗證。結果發現休閒農場旅遊情境會增加遊客知覺價值和遊憩體驗;同時遊客知覺價值與遊憩體驗的增加外,對遊客旅遊意願提升亦有影響。因此,休閒農場業者提供的旅遊情境對於遊客知覺價值與遊憩體驗的確產生重要訊息,說明好的旅遊情境之休閒農場將容易吸引遊客參與。無論停留時間為何,休閒農場旅遊情境均不影響遊客遊憩體驗、知覺價值及旅遊意願,由此發現,休閒農場的旅遊情境,並不是遊客停留時間的考量,遊客停留時間的長短,還是會依其知覺價值及遊憩體驗來衡量,因此,休閒農場業者要在競爭激烈的環境中脫穎而出,更應重視提升遊客體驗與知覺價值。
This research is focused on situational of tourism to explore the tourism experiences and perceived values of the tourists, who have been to leisure farms. The proprietors can refer to the results and gain some insights to improve the facilities in farms. The purposes of the research are to analyze whether the situational of tourism provided by the leisure farms would affect its tourists’ tourism experiences and perceived values. In addition, these issues such as the influences over tourists’ traveling willingness with different situational of tourisms.
Questionnaire was used during the research to collect data, and it targeted tourists who had been to the southern leisure farms. With the 420 samples taken, there were 387 effective responses. The data was analyzed by the structural equation modeling (SEM).
The results revealed that the situational of tourism in leisure farms has a direct influence over the tourists’ tourism experiences, and their perceived values. The tourists’ perceived values and tourism experiences also have direct effects on their traveling willingness. As a conclusion, the situational of tourism in leisure farms is an important factor which determines the tourists’ tourism experiences and their perceived values. A better situational of tourism in the leisure farm can easily attract more tourists.
中文摘要.....................................................I
Abstract......................................................II
誌謝........................................................III
目次........................................................IV
表次........................................................VI
圖次.......................................................VII
第一章 緒論................................................1
第一節 研究背景與動機...................................1
第二節 研究目的.........................................3
第三節 研究流程.........................................3
第二章 文獻探討............................................5
第一節 休閒農場發展概況................................5
第二節 體驗行銷之文獻..................................8
第三節 旅遊情境理論之文獻..............................18
第四節 知覺價值之文獻..................................22
第五節 遊憩體驗與知覺價值關係之文獻....................32
第六節 旅遊情境與旅遊意願關係之文獻....................32
第七節 知覺價值與旅遊意願關係之文獻....................34
第八節 旅遊情境與遊憩體驗、知覺價值及旅遊意願關係文獻..39
第三章 研究方法............................................40
第一節 研究架構及研究假設..............................40
第二節 變項操作性定義與衡量............................41
第三節 問卷設計及資料來源..............................42
第四節 資料分析工具....................................47
第五節 信度分析........................................48
第四章 實證結果分析........................................50
第一節 樣本人口基本資料分析............................50
第二節 結構方程式模型估計之實證結果....................57
第五章 結論與建議..........................................71
第一節 結論............................................71
第二節 行銷意涵與建議..................................74
第三節 對後續研究建議..................................75
第四節 研究限制........................................76
參考文獻....................................................77
附錄 問卷調查表.............................................86
自述........................................................91
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