苗栗大湖草莓園區遊客參與動機與休閒體驗之相關研究

Abstract

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.