| Summary: | 碩士 === 中華大學 === 經營管理研究所 === 97 === The agriculture tourism is a transition strategy, and it is a kind of recreation industry also. It has good development opportunity for the culture and agriculture of farming in Taiwan. Because it is quite different from other recreation areas and possesses rich agricultural products, cultural resources of the rural area, rich farmlands, and natural landscapes, therefore, motivations and demands of for different tourists are also different, so as the recreation experience and satisfaction. It becomes the main considerations for business owners to understand tourists’ feeling about experience activities, to give tourists more beautiful feelings to result in positive satisfaction and loyalty to attract tourists to re-visit.
The research aims to the relationships among recreation motivation, recreation experience, recreation satisfaction and loyalty. Samples were selected from the tourists in Flying Cow Ranch. A total of 250 interviews were conducted with convenience sampling method and 205 effective questionnaires were collected, comprising the effective return rate of 82%. Regression analysis is used to test the hypotheses.
The findings showed that:（1）The recreation motivations have obviously positive influences on recreation experience.（2）Some recreation motivations have obviously positive influences on recreation satisfaction.（3）The recreation experience of escaping from reality has an obviously positive influence on recreation satisfaction.（4）Recreation satisfaction has a obviously positive influence on customers’ loyalty.
The findings of this study will offer references to the managers of different kind of agriculture tourism and propose some future research directions.
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