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研究生:盛嘉良
研究生(外文):Chia-Lian Shen
論文名稱:遊客體驗情境與服務接觸對滿意度影響之研究-以花蓮縣新光兆豐休閒農場遊客為例
論文名稱(外文):Effects of Experienced Situations and Services Contacts on the Visitors satisfacation-A Case of Shin Kong Chao Feng Ranch and Resort in Hualien County.
指導教授:林豐瑞林豐瑞引用關係
指導教授(外文):Feng-Jui Lin
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:農企業管理系所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:105
中文關鍵詞:體驗情境服務接觸遊客價值遊客滿意度
外文關鍵詞:Situations of experienceService contactsTourist valueTourist satisfaction
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本研究依研究動機與目的,以花蓮縣新光兆豐休閒農場遊客為受訪對象,並以問卷調查方式與SPSS統計分析程式軟體進行實證分析。此間,本研究以變異數分析探討遊客人口特性在體驗情境、服務接觸、遊客價值與遊客滿意度等四構面是否有差異性,並且藉由路徑分析探討花蓮縣新光兆豐休閒農場在體驗情境、服務接觸、遊客價值與遊客滿意度之間是否有影響關係。
本研究針對遊客至花蓮縣新光兆豐休閒農場住宿或遊憩後,農場對體驗情境、服務接觸、遊客價值與遊客滿意度,會因遊客的教育程度、平均收入及如何獲得資訊的不同,而有不同的認同程度。並且在體驗情境、服務接觸、遊客價值與遊客滿意度等四個構面均有直接或間接的影響關係。最後根據本研究結果進一步提出可能的管理意涵及具體可行的建議供農場作為參考。

關鍵字︰體驗情境、服務接觸、遊客價值、遊客滿意度

This research depends on research motives and purposes for Hualien Shin Kong Chao Feng Ranch & Resort tourists were targets. Those interviewers by questionnaire investigation and SPSS statistical analysis procedure software carries on the analysis of real example. Within this, the research is to explore the differences in the characteristics of population for tourists in situations of experience, services, tourists value and tourists satisfactions. And by this analysis to know the relationship whether tourists or these four.
This research is main to satisfaction after tourists live in Hualien Shin Kong Chao Feng Ranch & Resort .The farm will know the differences in situations of experience, services, tourists value and tourists satisfactions because of tourists level of education, average of income, and how to get informations. By these four ways, we will know direct and indirect relations of influence. According to this research, we might be get content of management, concrete and feasible suggestions as reference resources to the farm.

Keyword: Situations of experience, Service contacts, Tourist value, Tourist satisfaction

摘要 I
Abstract II
謝誌 IV
目錄 VI
圖表目錄 VIII
第壹章 緒論 1
第一節 研究緣起與動機 1
第二節 研究目的 6
第貳章 文獻探討 7
第一節 休閒農業 7
第二節 體驗情境 12
第三節 服務接觸 20
第四節 遊客價值 29
第五節 遊客滿意度 41
第參章 研究設計與方法 46
第一節 研究概念性架構與研究假設 46
第二節 研究變數操作性定義與衡量 48
第三節 問卷設計 50
第四節 抽樣設計與分析方法 53
第五節 資料分析方法 54
第肆章 資料實證及分析 58
第一節 遊客特性與遊客消費行為之現況分析 58
第二節 遊客特性在體驗情境、服務接觸、遊客價值與遊客滿意度上之認知差異 61
第三節 體驗情境、服務接觸、遊客價值與遊客滿意度之間影響關係 75
第伍章 結論與建議 81
第一節 研究結果 81
第二節 管理意涵 83
第三節 建議 84
參考文獻 87
附錄 100
作者簡介 104


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三、網路部份
全國法規資料庫,2006,休閒農業輔導管理辦法,取自http://law.moj.gov.tw/Scripts/Query4B.asp?FullDoc=%A9%D2%A6%B3%B1%F8%A4%E5&Lcode=M0090014。
交通部觀光局,2007,96年來臺旅客消費及動向調查,取自http://admin.taiwan.net.tw/indexc.asp。
新光兆豐休閒農場,2009,農業易遊網,取自http://ezfun.coa.gov.tw/view.php?theme=spots&id=A_emily_20040802181858&city=U&class=C03。
蕭秀琴,2003,休閒農業需求調查,行政院農委會,取自http://www.coa.gov.tw/view.php?catid=7028。
謝邦昌,2002,休閒農業需求之調查分析,行政院農業委員會委託研究計畫報告,取自http://www.coa.gov.tw/view.php?catid=7028&print=1。


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