| Summary: | 碩士 === 國立高雄大學 === 運動健康與休閒學系碩士班 === 102 === In recent years, agricultural tourism received people’s attention gradually in Taiwan. However farm industries also face development bottlenecks. The goal of this study is to investigate the motivation of farm traveling, the activity pattern which people participated in, and constraint factors which people encountered in order to provide leisure farm operators and government recommends in developing of agri-tourism.
This study involved a qualitative research method and in-depth interviews with 10 faculty and staff members from a university in Kaohsiung City. Among the 10 interviewees, 3 were men and 7 were women; 4 were faculty members and 6 were staff members; and 3 were supervisors and 7 were non-supervisors. The average age was 44.6 years. The results are summarized as follows: (1) University faculty and staff members generally work overtime and prefer leisure and tourist activities that can relieve stress. (2) Faculty and staff members are not highly motivated to visit leisure farms and do not understand the substantial implication of leisure farms. (3) The motivation to visit a leisure farm is to relax, and is closely correlated with satisfying the needs of family members. (4) The constraints hindering people from visiting farms mainly derive from their interpersonal constraints, but the kinds of structural constraints are most. (5) People prefer sightseeing and practical activities held at a leisure farm. (6) People’s motivation to visit a farm affects the activity pattern in which they participate, whereas the activity pattern does not necessarily induce participation motivation. (7) Constraint factors minimally affect the activity pattern in which a person participates when visiting a farm.
This study suggests that leisure farm industries should grasp the core values and set up a brand image, strengthen the marketing and promotion, provide the activities that can relieve stress and fit all family members to participate in, establish secure and appropriate leisure environment (both hardware and software environment). Based on the leisure needs of city residents, policy makers and public departments should regulate relative rules to help and facilitate suburban farm transformed into leisure farms, plan and construct infrastructure around suburban to improve transportation system. Finally, carry out a survey and quality certification system of leisure farm.
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