[[alternative]]Leisure Farm's Situational Factors and Tourists' Satisfaction

[[abstract]]隨著台灣加入世界貿易組織，農業轉型為休閒農業。近年來，許多地區與農場皆想要經營休閒農業。因此，其努力塑造遊客體驗之環境。過去文獻曾提到情境因素影響遊客之信念與態度、因而影響其前往觀光地點之意願。因此，此為進一步探討其於旅遊研究之重要性的機會。過去文獻多以關係行銷、休閒涉入、休閒調適來探討休閒農場遊客滿意度，而似較少探討情境因素與休閒農場遊客體驗滿意度。本研究目的想探究情境因素與休閒農場遊客體驗滿意度之關係，並以訪談分析法來探究樣本資料。本研究以十六位有效樣本資料來說明情境因素與遊客體驗滿意度間之影響，並進一步提出可能的經營改善，最後提供相關業者一些有用的參考做法。[[abstract]]As Taiwan officially joined the World Trade Organization, the farming industry has transformed to leisure agriculture. In recent years, many areas and farms want to manage the leisure agriculture. Therefore, they always try hard to shape experiential environment for tourists. Past research once mentioned that situational factors affect tourists’ belief and attitude, hence affect their intention to the scenic spot. As such, there is a chance to further explore its importance on tourism study. Past literature often use relationship marketing, leisure involvement, leisure adaptation to explore leisure farm tourists’ satisfaction. They seldom explore situational factors and leisure farm tourists’ satisfaction. The purpose of this research is to discuss situational factors and leisure farm tourists’ satisfaction. The interview analysis is utilized to examine sample data. This research uses 16 effective sample data to demonstrate the effect among situational factors and tourists’ satisfaction and further propose possible managerial improvements. Some helpful referenced actions are offered to related firms at last