The Study on Consumer Behavior towards Agriculture Tourism－A Case of Zou-Ma-Lai Farm in Tainan

• Main Authors: Tzong-Shyong Chen, 陳宗雄
• Other Authors: Ching-Cheng, Shen
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/17406043990101595970

碩士 === 南華大學 === 旅遊事業管理學研究所 === 92 === 　　Due to prosperous development of tourism and leisure industry, it has grown stronger tendency for our citizens to travel while on vacation and has led increasing demands for engaging in outdoor travel activities which bring wild selection of traveling experiences. Therefore in order to further investigate into reasons for visitors to spend their leisure time in farm, this research conducts an investigation on visitors at Zou-Ma-Lai Farm in Tainan. This investigation receives 326 copies of effective questionnaires which using methods including factor analysis, cluster analysis, discriminant analysis, one way anova, chi-square test, and correlation analysis. From its realistic experiments, it proves that there are four clusters of vacation lifestyle which show variations according to recreation motivation, experiences, farm evaluation, tour satisfaction level, demographic, and travel consuming characteristic. The study aim to discover consumers’ recreation, experiences, satisfaction level, and willingness of revisit as well as to discover their correlations. It shows that tourists of different recreation motives gain different experiences in farm, which also affect their feedbacks to satisfaction levels. Furthermore, tourists of different satisfaction levels are positively correlated to their willingness of revisit farm. Furthermore, due to successive engagement and development in their traveling behavior which is to pick competitive marking strategy in order to build the market strength, to let managers to have stronger control type of traveling markets and to be taken as references to planning and development of relevant institutions of leisure agriculture.