休閒農場生態旅遊服務品質之研究

Abstract

國民所得提高，休閒時間增加等因素，國人想要在工作之餘，讓身心得到抒解，因此觀光遊憩的產業日益蓬勃的發展。但也因遊客的數量太多，空氣污染、資源不斷的開發以供應遊客的需求，破壞旅遊地區的環境資源，種種諸如此類的問題，使得大部分的遊客厭倦這樣的活動方式，尋求另一種不同的旅遊活動。以自然取向的旅遊方式，成為現在很多旅遊者所嚮往。台灣因加入世界貿易組織後，農業受到很大的衝擊，農委會鼓勵農民利用閒置的空間發展休閒農業，將生態旅遊的精神融入休閒農業中。現代人對於服務品質的期望與要求愈來愈高，服務品質在現代的企業中被視為是企業成功的關鍵因素，因此將服務品質的觀念融入休閒農場是本研究所要探討的。本研究在宜蘭縣頭城農場、台東縣青山農場回收294份問卷，利用SPSS統計軟體進行分析。其研究結果發現，遊客旅遊的動機主要是親近自然、舒緩壓力、參加團體活動。遊客在測量服務品值的三個構面「教育性」「環境性」「地方性」，遊客的知覺和遊客的期望差異缺口不大，只有一些小項目產生差異，因此農場應該要針對這相項目進行改善。

Since the factors of raising national income and increasing leisure time, people want to relax their body and mind after hard working. This phenomenon makes the tourism industry develop flourished. However, because of the amount of tourists, air pollutions, unceasing exploitations, and destructions of environment resources in tourist area and so on, most of people are tired of this activity manner, they want to seek the other better way which is like “natural oriented” traveling, it has been to be attracted toward many tourists. After joining the WTO, the farming industry has been suffered much assault. The council of agriculture, executive Yuan encourages farmers to utilize unused spaces to develop leisure agriculture, putting the ecotourism spirit into the leisure agriculture. Right now, modern people want much higher and higher service quality accomplishing their wishes has become the key point for enterprises who want to get success. Our research institute is born on to confer how to spread this idea into leisure farm. The research is stared in Ilan and Taitung. I retrieve 294 question papers and use SPSS statistics system to analyze. We discover the result of this research is that the motives of tourists to take travel are intimidating the natural environment, releasing their pressure, and joining group activities. When we measure the three aspects of service quality which include education, environment and location, we find the gap of tourists’ consciousness and expectation is not deep, just some issues have differences. So the owners of those farms should aim those issues to improve questions.