| Summary: | 碩士 === 東吳大學 === 經濟學系 === 102 === Nowdays, the types of tourist travel are changing into the depth of travel experience. Leisure agriculture has become the target of developing tourism in the future. Many leisure agriculture scholars emphasize the benefit of leisure agriculture and recreation benefits, however, a fewer consider the effects of Leisure Agricultural experience on recreation benefits. The purpose of this study is to discuss if tourists participate in different agriculture experiencing service and operating items, to increase recreation benefits, the ratio of revisit or tourist satisfaction or not.
In recreation benefits, we adopted On-site Possion model to estimate travel demand and apply Parsons and Wilson's (1997) method to distinguish single and multiple trips tour, and to create multiple trips tour's demand model. We then use the travel demand function to estimate recreation benefits. The empirical results of the travel demand, whether distinguish tourists with or without experiencing activities or not, the travel costs significantly negatively related to the number of trips, which follows the law of demand. In addition, the estimated recreational benefits of the tourists with experiencing activities are significantly higher than that of the tourists without. It means that the recreational benefit is underestimated without consideration of experiencing activities. Furthermore, the estimated recreational benefits of the tourists with food experiencing activities are significantly higher than that of the tourists with other experiencing activities.
For the analysis tourist s behavior divided into two parts, one is that we used Probit model to estimate the behavior of revisit tourist. The results reveal the tourists with higher travel costs decrease the ratio of tourists revisiting the same leisure farm. In addition, the ratios of the tourists with multiple destination trips revisiting same leisure farm are lower than the tourists with single destination trips. The other is we used Ordered Probit to estimate tourist satisfaction. The results reveal the tourists revisiting same leisure farm with high satisfaction, the tourists with higher travel costs received higher satisfaction.
Furthermore, the suggestion of this study is the industry of leisure farm should improve the ways of operating in agriculture experiencing activities. It doesn’t mean that it is better with the more experiencing activities. On the other hand, It is more important to create the uniqueness of leisure farm that let the tourists get memorable experiences.
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