[[alternative]]A Study of the Relationship among Participation Motivation, Service Innovation, Recreation Experience and Revisit Intention on Leisure Farm--A Case Study of Pushin-Ranch

[[abstract]] 政府實施周休二日的政策後，興起國人對休閒的重視，休閒農場隨之需求大量增設。埔心牧場為北台灣第一座牧場，更被桃園市政府指定產業觀光區，近年來也增設許多體驗活動，增加遊客的遊憩體驗進而增加遊客前往的意願，並能根據研究結果提出建議，給予埔心牧場作為改善的依據。 本研究旨在探討埔心牧場遊客的參與動機、服務創新、遊憩體驗與重遊意願等變數之關係及影響，並探討不同背景的遊客對於埔心牧場之參與動機、服務創新、遊憩體驗與重遊意願的差異與相互影響情形，提供業者對於埔心牧場一個良好的經營方向的參考。本研究採問卷調查法進行資料收集並參考相關文獻，使用 SPSS18 統計套裝軟體作爲分析工具，以描述性統計分析、信效度分析、t 檢定、單因子變異數分析、迴歸分析、相關分析等進行統計分析。 研究的結果顯示：遊客的參與動機與遊憩體驗具有正向影響；業者的服務創新對遊客的遊憩體驗具有正向影響；遊客的遊憩體驗與重遊意願具有正向影響；遊客的參與動機與重遊意願具有正向影響。根據上述研究結果，提供業者於經營埔心牧場時能做為參考的依據，並提高遊客的重遊意願。[[abstract]] After the government implemented the policy of two days off every week, the rise of the Chinese people's emphasis on leisure, the demand for leisure farms increased. Pushin-Ranch is the first ranch in northern Taiwan. It has also been designated as a tourism area by the Taoyuan City Government. In recent years, many experience activities have been added to increase the recreational experience of tourists and increase the willingness of tourists to visit, and can make suggestions based on the research results. Give Pushin-Ranch as a basis for improvement. This research aims to explore the relationship and influence of variables such as participation motivation, service innovation, recreation experience and revisit intention among tourists at Pushin-Ranch, and to explore the participation motivation, service innovation, recreation experience, and revisit intention of tourists from different backgrounds to Pushin-Ranch. The difference in the revisit intention and the interaction situation provides the industry's reference for a good business direction of Pushin-Ranch.This paper adopts questionnaire survey method to collect data and refers to related literature, uses SPSS statistical package software as analysis tool, and uses descriptive statistical analysis, reliability and validity analysis, t test, single factor variance analysis, regression analysis, correlation analysis