An Investigation on Leisure Farm Experience Activities, Satisfaction and Consumer Spending
Date Issued
2015
Date
2015
Author(s)
Pan, Po-Hann
Abstract
Taiwan belongs to smallholder agriculture, last several years, the government has been actively transforming traditional agriculture into high value-added agriculture such as leisure agriculture and tourist farm, therefore operating agriculture experience activities has become a major option for leisure farm owners.Economic pattern also changes with the times, now is the era of experience economy. Tourists has become more and more leisure-oriented these days, their expectations in experience activities also tend to be diversified. There are plenty of literatures regarding whether experienceactivities increase consumers’ satisfaction and spending. This research treats consumer satisfaction as the mediatorin order to investigate the direct effect from multiple types of experience activities also the indirect effect of consumer satisfactionand further spending, which completely verify the synergy between different types of experienceactivitiesand consumer satisfaction as well as their spending. In order to conduct empirical analysis, this researchestablishes causal path model applying 3562 samples from the questionnaire“Assess and Evaluate Agricultural Tourism Economy -Visitors Questionnaire, 2014”, then verify the significance of each path with AMOS21.0. The result demonstrates that“Agriculture, Fisheries and Animal Husbandry ExperienceActivities”, “Ingredient Tasting Activities”, “Agricultural Products Processing/Peripheral Products Experience Activities”and ”Folklore/Folkgame Activities”are significant to bothconsumer satisfaction and their spending which ""Ingredients Tasting"" path is the most significant among all activities. This research also submits proposals to leisure farm owners according to the empirical result.
Subjects
leisure farm
experience activities
customer satisfaction
consumer spending
path analysis
Type
thesis