休閒牧場經營方式與遊客滿意度之研究--以金雞蛋休閒農場為例
Date Issued
2004
Date
2004
Author(s)
謝佳慧
DOI
zh-TW
Abstract
This study has been conducted to show the feasibility of dude rancher resorts in Taiwan and to explore the key success factors in various farm resorts by studying their histories and present management status. Using the case study method, explored the visiting inducements to the visitors and their satisfactory degrees between visiting experience and initial expectation to the selected farm. Further, its management result has been assessed at the same time, too.
The research results show that the motive of dude rancher resorts for the managers in the four interviewed farm resorts is the same – multiple-motive type. Obviously, it’s the result under the influence of their past animal husbandry experience, nothing to do with any agriculture educational background. As to the decision-making processes for investing farm resorts, they are quite different. The research results also show that no change has been made in sanitation methods and epidemic prevention after their changes of business style. Most ranchers learn techniques and knowledge alone and rely on their visitors’ praise to public. In this study, the farm resorts are divided into comprehensive experience type and farm life experience type. There are eight basic factors involved in this kind of business, including product lines, land scope, site, themes, farm designs, activities, services and sanitation and so on.
The investigation shows that egg production decreases in case farm after its change of business style; while its benefit increases about 10 fold. Moreover, the visitors’ questionnaires show that major inducements to them are “closeness to nature”, “relaxation” and “more time to be with friends and families”. The data also indicates that education levels and ages involve significantly in visiting motifs. Most visitors’ experience show that coming to lesiure farm could get relaxation and have family or friends together. The results suggest a significant relationship between visitors’expectation and visiting experience. And that directly interact with satisfaction in relationship between visitors’ motive and initial experience. Visitors’ satisfactory degrees can influence visitors’ visiting experience indirectly on the evaluation of revisiting. Finally, the visitors’ revisiting is under significant influence of visitors’ satisfaction, which has obvious interact with visitors’ motives and visiting experience.
Subjects
遊客體驗
遊客動機
經營
休閒牧場
滿意
dude ranches
satisfactiory
management
Type
thesis