苗栗大湖草莓園區遊客參與動機與休閒體驗之相關研究
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2007
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本研究旨在探討大湖草莓園區的遊客特性、參與動機與休閒體驗之情形，研究者以前往大湖草莓園區之437名遊客為研究對象，透過「大湖草莓園區遊客參與動機與休閒體驗之研究調查問卷」進行調查。所得資料以描述性統計、t檢定、單因子變異數分析及皮爾森積差相關等進行統計分析。研究結果發現：
一、參與動機前五項依序為：「為了接近與體驗大自然」、「可以品嚐各式草莓類產品」、「因為本身對於草莓較有興趣」、「可以運動又促進健康」、「為了遠離都市的吵雜，享受寧靜的氣氛」。
二、休閒體驗前五項依序為：「逃離擁擠的環境」、「滿足發現的好奇心」、「體驗當地的人文生態」、「體驗到歡樂、愉悅」、「享受到自然的視覺」。
三、不同的「性別」、「教育程度」、「職業」、「年齡」、「婚姻狀況」、「居住所在地」六項在參與動機上，均達到顯著差異；而不同的「教育程度」與「收入水準」二項在休閒體驗上，也達到顯著差異。
四、參與動機與休閒體驗之間簡單相關係數達到顯著水準。最後，研究者依據結論提出：（一）針對大湖草莓園區業者之建議：1.異業結盟策略、2.舉辦以草莓為主題之相關活動、3.強化宣傳管道、4.研發各式草莓類產品、5.加強規劃基本硬體設施；（二）針對政府單位之建議：1.訓練專業農業栽培輔導人才、2.規劃深度旅遊行程路線、3.以永續經營為目標建立國際級之休閒農業區
The purpose of the study was to explore the tourists’ characteristic, motives of participation, and recreation experiences of Da-hu Strawberry Garden. The researcher investigated 437 tourists by using the questionnaires designed to understand the motivations and recreation experiences of tourists who visited Da-hu Strawberry Garden. All the collected materials were analyzed by descriptive statistics analysis, t-test,one-way analysis of variance,and Pearson roduct-moment correlation analysis. The findings of the study were suggested as the followings: I. The top 5 motives of participation in order of frequency were: “ to approach and experience the nature”, “ to taste various products of strawberry”, “ having more interest in strawberry”, “ to exercise and enhance health as well ”, “ to escape from the noise of cities and enjoy the peaceful atmosphere”. II. The top 5 recreation experiences in order of frequency were: “ to escape from the crowded environment”, “ to satisfy the curiosity of discovery”, “ to experience the culture of the local environment” , “ to experience the happiness and joy”, “ to enjoy the sight of nature”. III. Regarding the motives of participation , significant differences were found in ifferent “sex” , “education”, “occupation”, “age”, “marriage status”, and “residential areas”. As for recreation experiences , significant differences were also found in different “education” and “pay-level”. IV. The simple correlation coefficient between the motives of participation and recreation experiences reached level of significance. In conclusion , the following suggestions were advanced by the researcher:1.To the dealers of Da-hu Strawberry Garden: (1)Strategic Alliance from different business sectors.(2)Holding related activities about strawberry. (3)Strengthening the channels of promotion.(4)Developing various products of strawberry.(5)Enhancing the planning of basic hardware facilities. 2.To the government: (1)Training professional counselors for agricultural cultivation.(2)Planning profound touring routes.(3)Establishing international recreation agricultural area for the purpose of sustainable management.
The purpose of the study was to explore the tourists’ characteristic, motives of participation, and recreation experiences of Da-hu Strawberry Garden. The researcher investigated 437 tourists by using the questionnaires designed to understand the motivations and recreation experiences of tourists who visited Da-hu Strawberry Garden. All the collected materials were analyzed by descriptive statistics analysis, t-test,one-way analysis of variance,and Pearson roduct-moment correlation analysis. The findings of the study were suggested as the followings: I. The top 5 motives of participation in order of frequency were: “ to approach and experience the nature”, “ to taste various products of strawberry”, “ having more interest in strawberry”, “ to exercise and enhance health as well ”, “ to escape from the noise of cities and enjoy the peaceful atmosphere”. II. The top 5 recreation experiences in order of frequency were: “ to escape from the crowded environment”, “ to satisfy the curiosity of discovery”, “ to experience the culture of the local environment” , “ to experience the happiness and joy”, “ to enjoy the sight of nature”. III. Regarding the motives of participation , significant differences were found in ifferent “sex” , “education”, “occupation”, “age”, “marriage status”, and “residential areas”. As for recreation experiences , significant differences were also found in different “education” and “pay-level”. IV. The simple correlation coefficient between the motives of participation and recreation experiences reached level of significance. In conclusion , the following suggestions were advanced by the researcher:1.To the dealers of Da-hu Strawberry Garden: (1)Strategic Alliance from different business sectors.(2)Holding related activities about strawberry. (3)Strengthening the channels of promotion.(4)Developing various products of strawberry.(5)Enhancing the planning of basic hardware facilities. 2.To the government: (1)Training professional counselors for agricultural cultivation.(2)Planning profound touring routes.(3)Establishing international recreation agricultural area for the purpose of sustainable management.
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大湖草莓園區, 參與動機, 休閒體驗, Da-hu strawberry Garden, motives of participation, recreation experience