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論文名稱 遊客對休閒農場解說服務需求之研究：以宜蘭縣頭城休閒農場為例
發表日期 2005-10-15


[摘要] :
本研究主要是在探討宜蘭縣頭城休閒農場之遊客基本資料、旅遊動機以及遊客對於解說服務之需求，並瞭解變項之間的關係。本研究有效問卷共493份，分析結果：遊客是以居住在北部地區之女性且未婚為主，其年齡分佈在20~40歲之間、職業為工商服務業居多，且有大專院校之學歷，個人所得在20,001~40,000元之間。而在旅遊特性方面，是以第一次參與、並與親朋好友共組十三人以上之中、小型團體且自行開車前往，而頭城休閒農場之資訊是經由口耳相傳之方式傳遞。
另外，遊客之旅遊動機是以「解壓放鬆」因素為主，對於解說媒體需求是以「人員解說諮詢」、「自導式步道」及「導覽手冊」等需求程度較強烈，而解說主題則是以「尊重環境意識」、「動物生態」、「體驗自然之美」及「尊重生命信念」等需求程度較強。另外，在遊客基本資料與「社會互動因素」、「農業體驗因素」與「解壓放鬆因素」等旅遊動機因素構面有顯著差異；且基本資料與遊客對休閒農場解說服務需求上亦有顯著差異；遊客之旅遊動機因素構面與遊客對休閒農場解說服務需求有顯著之相關性；而遊客在休閒農場解說媒體、解說主題之需求上，會因不同旅遊動機集群而產生顯著之差異。

關鍵字：休閒農業、休閒農場、解說服務、解說需求、旅遊動機

[英文摘要] :
A study of the interpretative demands of visitors in Leisure Farm: A case of Toa-Cheng Leisure Farm in Yi-Lan County

The study was to explore the demographic data, travel motivations, and the interpretative demands of the visitors of the “Toacheng Leisure Farm”. A surrey consisting of 493 subjects was conducted for the study. The findings of the surrey indicated that most of the respondents were unmarried females aged between 20 and 40, and most of them were working for service industry and commercial businesses. Most respondents were with undergraduate degrees and with personal monthly income: NT. 20,001~40,000. The travel characteristics of the visitors were “first time travel to the destination” and participating in group tours with size of 13 partners and more.
Moreover, the primary motivation of the visitors was “release and relax”. Most of the visitors strongly demanded “personal interpretive service”, “self-guide trails” and “guidebooks”. The visitors also showed their interests in the interpretive themes about “the environmental awareness, ecology, experiencing the beauty of the nature and respecting the life”. The demographic data of the different visitors have significantly differences with their factors of “social interactions”, “experiencing the agriculture” and “relax and release”. The travel motivations of the visitors have significantly correlation with the demands of interpretive services the agricultural farms. The visitors with different “travel motivations” have significantly differences in the degrees of demands for “media” and “themes” when employing the interpretive services.

Keywords：Leisure agriculture, Leisure Farm, interpretive services, interpretive demands, travel motivations