苗栗縣經典農漁村遊客特質與景觀環境滿意度之研究指導教授：鍾溫凊研 究 生：張琬渝摘 要 研究主要目的在於探討前往苗栗經典農漁村的遊客前來從事休閒活動的遊客特質、旅遊動機和滿意度之間的關係，因此，苗栗經典農漁村若能考慮到遊客的特質，並有效區隔出來遊客所需要的體驗有哪些，瞭解遊客所重視的景觀環境屬性以及體驗後的感受，可使休閒農業的經營者更確切的掌握市場，以達到有效滿足遊客並提供相關業者對於日後其經營管理的參考。 而經過研究結果得知，苗栗縣景點農漁村的遊客特質對景觀環境滿意度有所差異；前往通霄福至興臨社區旅遊的遊客動機可分為「嚮往農村生活」、「滿足好奇體驗」、「喜好休閒野餐」的遊客；而前往大湖薑麻園遊客動機可分為「壓力紓解」、「體驗農莊生活」的遊客；經假設驗證後，不同的旅遊動機對景觀環境滿意度會有顯著相關。 根據本研究之結論進而提供相關業者對於日後其經營管理的方向：服務設施及景觀環境維護為主要重點。【關鍵字】滿意度、旅遊動機、遊客特質 A study on the characteristics and landscape environment satisfaction of the visitors to the Miaoli County classical rural villagesAdvisor： Prof.Win - Jing Chung Ph.D.Graduate Student：Wan-Yu ChangABSTRACTThe main objective of the research is to explore the relationship among characteristics, motives, and degrees of satisfaction of tourists who visit agricultural/fishing villages in Miaoli County for recreational purposes. If these villages in Miaoli County can effectively take into consideration the characteristics of their potential tourists and understand the kind of recreational experiences and landscapes valued by these tourists, then they will be in a much better position to master the local recreational touring market, satisfy their customers and provide much better references for local businesses to manage their touring operation.Through the research results, the tourist characteristics had shown differences toward the landscape satisfaction level in the villages of Miaoli County. The motives of tourists visited Fujihsinlin community of Miaoli County could be divided into “longing for country lives”, “satisfy one’s curiosity”, and “fond of recreational picnicing”. And the motives for tourists visited Dahu Jianma Garden could be divided into “pressure relief” and “longing for country lives”. After research assumptions were verified, different motives proved to be significantly related to the landscape satisfactory level.Base on the conclusion of this research, suggestions were provide to the local businesses for future management directions, which mainly focus on service facilities and landscape maintenance.Keyword： Satisfaction. 、Tourism motivation. 、Characteristics of tourists
