[1]郑殷立.休闲农场的体验认同度、顾客满意度及忠诚度研究——以文山休闲农场为例[J].武汉职业技术学院学报,2013,(05):88-96.
　Cheng Yin-li.Recognition of Tour Experience, Satisfaction and Loyalty of Tourists to a Leisure Farm-A Case Study of Wenshan Leisure Farm[J].Journal of Wuhan Polytechnic,2013,(05):88-96.
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休闲农场的体验认同度、顾客满意度及忠诚度研究——以文山休闲农场为例()
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《武汉职业技术学院学报》[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2013年05期
页码:
88-96
栏目:
出版日期:
2013-10-31

文章信息/Info

Title:
Recognition of Tour Experience, Satisfaction and Loyalty of Tourists to a Leisure Farm-A Case Study of Wenshan Leisure Farm
文章编号:
1671-931X （2013） 05-0088-09
作者:
郑殷立
侨光科技大学观光与休闲事业管理系，台湾台中40721
Author(s):
Cheng Yin-li
Department of Tourism and Leisure Management, Overseas Chinese University, Taichung40721, China
关键词:
休闲农场; 农场体验; 认同度; 活动设计
Keywords:
leisure farm;  farm-life experiencing;  recognition tendency;  activities design
分类号:
F592.7;F324.1
文献标志码:
A
摘要:
以文山休闲农场为研究对象,探讨农场提供的设施及活动对游客游憩满意度、体验认同度、忠诚度的影响。研究发现受访者对于文山休闲农场的游憩满意度、忠诚度颇高;对农场提供的体验活动持认同态度,其中以"增进人与人之间的感情"认同度最高,对"挑战困难,肯定自我"部分认同度最低,体验活动设计部分对"挑战困难,肯定自我"项目希望有进一步改善。研究发现,除性别外,其余受访者的教育、年龄、职业、个人所得等社会背景不同,对满意度的高低有显著影响,在满意度方面,以未婚及18岁以下的受访者满意度较高,显示学生族群受访者满意度高于社会人士;在体验认同度方面:已婚受访者对于"放慢生活步调,享受片刻"认同度最高;"接近大自然"在南部居住地受访者的认同度较高;"放松身心、减轻压力"及"吸取农场知识,增广见闻"在北部、东部居住地受访者的认同度较高,"放慢生活步调,享受片刻"、"挑战困难,肯定自我"在东部居住地受访者的认同度较高,"了解生态的多样化"在北部居住地受访者之认同度较高。忠诚度部分,以未婚及51岁以上的受访者较高,学生的忠诚度也高于社会人士。回归分析显示农场游憩体验认同度对农场整体满意度有正向影响,同时,农场游憩体验认同度及满意度均对忠诚度有正向影响。
Abstract:
The research sets out to investigate tourists' recognition of experience, loyalty and satisfaction with the facilities and activities offered by Wenshan farm. The results indicate that the farm tour obtains a high level of satisfac原 tion and loyalty from tourists; tourists can identify with the experiencing activities offered by the farm. Activities aiming at furthering the bond of interpersonal relationship gain the highest recognition, and those which are challenging and call for self-assertion obtain the lowest recognition. It is hoped that improvement can be made on the design of this kind of activities. Meanwhile, it is also found that apart from gender, the interviewees are remarkably different in terms of education background, age, occupation and personal income, which impose great influence on the satisfaction level. Those unmarried and under 18, especially students, are more satisfied than working people. When it comes to recogni原 tion of tour experience, married interviewees tend to enjoy joyful moment and slow life pace, while interviewees from the south prefer to get closer to nature. Activities which are relaxing, intend to lighten pressure, acquire knowledge about farm and widen tourists' horizon tend to be appreciated more by interviewees from the northern and eastern area, while interviewees from the east tend to identify with relaxing and slow life, moment joy and challenging experience which call for self-assertion. The interviewees from the north like to learn about the diversity of species. Finally, in terms of loyalty, unmarried interviewees or those above 51 show higher loyalty and students are more loyal to the farm tour than working people. Regression analysis shows that recognition of tour experience have positive influence on the overall satisfaction with the farm tour. And both the satisfaction level and recognition degree have positive influence on loyalty.

备注/Memo

备注/Memo:
收稿日期：2013-10-20 作者简介：郑殷立（1959-），男，台湾南投人，侨光科技大学观光与休闲事业管理系助理教授，研究方向：休闲农业、观光工厂。
更新日期/Last Update: 2013-10-30