| Summary: | 碩士 === 國立宜蘭大學 === 園藝學系碩士班 === 106 === The development of Taiwan's leisure farms has continued to increase in quantity, but there is no equivalent improvement in the farm's management quality. The imitation is too homogenous and cannot highlight the characteristics of individual farm recreation experience activities, which makes the competition pressure between leisure farms increasingly fierce. Horticulture has a wide range of influences in the operation of leisure farms, including tangible commodities such as the production and processing of horticultural crops; intangible resources such as the design and maintenance of environmental landscapes, and common interpretation tours and DIY experience activities on leisure farms. All need to use horticultural knowledge and technology, which shows the fundamental importance of horticulture as a leisure farm. However, horticultural resources are intangible resources and services besides products. Visitors may not aware these intangible resources when conducting tourism experiences.
In order to understand the relationship between horticulture professional competence, experience economy and visitor satisfaction, this study selected questionnaires from four leisure farms in Yilan County with “leisure farm service quality certification”. The questionnaire was randomly sampled on sites, and 120 questionnaires were distributed to each leisure farm, a total of 480 questionnaires were issued, and 387 valid questionnaires were collected.
The results show that there is a significant correlation between the horticulture professional competence, experience economy, and tourist satisfaction. The correlation coefficient between horticulture professional competence and experience economy is 0.668; the correlation coefficient between experience economy and tourist satisfaction is 0.701；the correlation coefficient between horticulture professional competence and tourist satisfaction is 0.597.
The results of regression analysis show that the experience economy has a partial mediation effect on horticulture professional competence and tourist satisfaction. The horticulture professional competence has a significant influence on the experience economy, with the standardized regression coefficient Beta is 0.659 and R square is 0.455. The experience economy has significant influence on satisfaction of tourists, with the standardized regression coefficient Beta is 0.532. After adding the mediator variable (experience economy), the standardized regression coefficient Beta for anticipate capacity of horticulture professional competence was decreased from 0.585 to 0.234 (both significant), and R square was increased from 0.374 to 0.528 (significant, F value 125.085).
This study suggests that operators should strengthen the horticultural characteristics of leisure farms, strengthen their workers training for horticulture professional competence, increase the connotation and richness of experience activities, and enhance the relevance of horticultural characteristics and experience activities as a continuous innovation experience and service business project. Get popular with tourists, so that visitors are willing to recommend others and spend again. Encourage young people with horticulture professional competence to join the leisure farm and provide new thinking and technology to open up new paths for leisure farms in order to achieve sustainable development of the industry.
|
|---|
