| Summary: | 碩士 === 國立雲林科技大學 === 休閒運動研究所 === 104 === Leisure farm is a major industry in Taiwan. The experiential activities offering from leisure farm are unique operations in these fields. Causing to the situation of increasing competition, it is important to understand the determinate of visitors’experiential value (EV). The purpose of this study is to explore the two main force: pull (attraction) and push (motivation), how does them affect EV. Participantes are tourists who traveled to three well-known leisure farm near central area in Taiwan. Data was collected by convenient sampling method and everyone filled a four pages questionnaire. 450 questionnaires were completed and 446 valid ones were lasted (correct rate 96%). The results show as follow: 1. Travel motivations and attractions had significant positive correlation and positive impact on the EV. 2. Using multi hierarchical regression, the finding propose that pulling force (attraction) has more impact on the EV than pushing force (motivation). Especially, three componetes of attraction like environment, services, products, have significant effect on EV. Even comparing with the three well-known leisure farms, the result is the same. Finally, this study emphasizing the importance of environment for leisure farm and provide suggestions for future research.
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