臺灣博碩士論文加值系統

農業旅遊為觀光旅遊類型之一，能為國內觀光旅遊市場帶來良好的經濟效益。本研究目的為探討農業旅遊服務場景、互動品質、動手體驗與遊客重遊行為意圖之關係，以大甲匠師的故鄉休閒農業園區為研究基地，採用自填式問卷作為研究工具，共計獲得有效問卷235份。經由資料分析結果顯示服務場景影響互動品質與動手體驗；互動品質影響動手體驗，且動手體驗影響重遊行為意圖。此研究結果顯示農業旅遊環境提供遊客互動活動是增進他們重遊的重要因素。依據本研究結果，提供農業旅遊經營單位擬定遊客行銷策略之參考。

The recent increased population of agri-tourism is becoming one of the segments in tourism industry, which have positive economic benefits. This study examines the relationship among agri-tourism service scope, interaction quality and DIY experiences on tourists’ revisit behavioral intentions. An on-site questionnaire was administered to 235 samples in Da-Jia Leisure agriculture Destination. The proposed hypotheses were tested utilizing structural equation modeling. The results indicate that service scope influenced tourists’ interaction quality and DIY experiences. Furthermoe, the tourists’ interaction quality influenced their DIY experiences, and DIY experiences influenced tourists’ revisit behavioral intentions. The findings suggest that the tourists’ revisit intention correlates with their perception of interaction opportunities in the destination. Implications for theory, practice, and future research are provided.

目 次
摘要 i
Abstract ii
目次 iii
表目次 iv
圖目次 vi
第一章 緒論 1
第一節 研究問題 1
第二節 研究目的 3
第三節 研究範圍 3
第四節 研究變項名詞定義 3
第五節 研究流程 4
第六節 研究貢獻 6
第二章 文獻回顧 7
第一節 農業旅遊 7
第二節 服務場景 8
第三節 互動品質 9
第四節 動手體驗 10
第五節 重遊行為意圖 11
第六節 各研究構念間之關係 12
第三章 研究方法 14
第一節 研究架構與假設 14
第二節 研究基地 15
第三節 測量工具 15
第四節 資料收集 20
第五節 資料分析方法 21
第四章 資料分析 28
第一節 遊客社經背景與農業旅遊特性分析 28
第二節 動手體驗組成構面分析 33
第三節 驗證性因素分析 35
第四節 結構模式路徑分析 54
第五章 結論與建議 57
第一節 研究結果摘要 57
第二節 討論 58
第三節 後續研究建議 61
參考文獻 63
一、中文部分 63
二、英文部分 64
附錄 72
附錄一 前測調查問卷 72
附錄二 正式調查問卷 76

表目次
表3-1 服務場景之衡量問項說明表 16
表3-2 互動品質之衡量問項說明表 17
表3-3 動手體驗之衡量問項說明表 17
表3-4 重遊行為意圖衡量問項說明表 18
表3-5 農業旅遊特性衡量問項 19
表3-6 受訪者社經背景衡量問項 19
表3-7 問卷前測各構念之信度分析 20
表3-8 測量模式適配指標估計摘要表 25
表4-1 性別次數分配表 28
表4-2 年齡次數分配表 28
表4-3 教育程度次數分配表 29
表4-4 婚姻次數分配表 29
表4-5 職業次數分配表 29
表4-6 個人月收入次數分配表 30
表4-7 現居住地次數分配表 30
表4-8 到訪農場的主要動機次數分配表 31
表4-9 到訪農場主要的同行者次數分配表 31
表4-10 到訪農場的次數分配表 32
表4-11 到訪農場的停留時間次數分配表 32
表4-12 到訪農場參與的DIY活動次數分配表 32
表4-13 遊客得知此農場的相關資訊次數分配表 33
表4-14 動手體驗探索性因素分析與信度分析表 35
表4-15 服務場景問項偏態、峰度與同意程度分析表 36
表4-16 服務場景測量模式參數估計摘要表 37
表4-17 服務場景測量模式適配指標估計摘要表 38
表4-18 服務場景測量模式修正後之組合信度摘要表 39
表4-19 服務場景測量模式區別效度檢定表 40
表4-20 動手體驗問項偏態、峰度與同意程度分析表 42
表4-21 動手體驗測量模式參數估計摘要表 43
表4-22 動手體驗測量模式適配指標估計摘要表 43
表4-23 動手體驗測量模式修正後之組合信度摘要表 44
表4-24 動手體驗測量模式區別效度檢定表 45
表4-25 重遊行為意圖問項偏態、峰度與同意程度分析表 47
表4-26 重遊行為意圖測量模式參數估計摘要表 47
表4-27 重遊行為意圖測量模式適配指標估計摘要表 48
表4-28 重遊行為意圖測量模式修正後之組合信度摘要表 49
表4-29 重遊行為意圖測量模式區別效度檢定表 49
表4-30 研究模式測量模式參數估計摘要表 50
表4-31 研究模式測量模式適配指標估計摘要表 51
表4-32 研究模式測量模式修正後之組合信度摘要表 52



表4-33 研究模式測量模式區別效度檢定表 53
表4-34 結構模式適配指標估計摘要表 54
表4-35 結構模式參數估計摘要表 55
表4-36 結構模式影響效果係數表 55

 
圖目次
圖1-1 研究流程圖 5
圖3-1 研究概念架構圖 14
圖4-1 服務場景測量模式標準化參數圖 41
圖4-2 動手體驗測量模式修正後標準化參數圖 46
圖4-3 重遊行為意圖測量模式修正後標準化參數圖 49
圖4-4 研究模式測量模式修正後標準化參數圖 53
圖4-5 結構模式路徑圖及標準化參數圖 56

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