全國的休閒農場合法登記家數接近400間，從事農業旅遊的國內外遊客也將近三千七百萬人次，近年休閒農場數的成長幅度相當快，有著各式各樣類型的主題，過去休閒農場所提供的相關服務也大致相同，隨著長時間經營下來，有愈來愈多的業者認為需要重服務和價值上做出改變，讓消費者能有更多元化的選擇，也能體驗到更有價值的東西。本研究以T休閒農場遊客為研究對象，透過迴歸分析探討遊客對於T休閒農場的「服務創新」、「體驗行銷」、「顧客滿意」和「購買意圖」之間的關聯性，根據本研究結果證實，T休閒農場「服務創新」對「體驗行銷」存在正向顯著關係；T休閒農場「服務創新」對「顧客滿意」存在正向顯著關係、T休閒農場「體驗行銷」對「顧客滿意」存在正向顯著關係、T休閒農場「體驗行銷」對「購買意圖」存在正向顯著關係、T休閒農場「顧客滿意」對「購買意圖」存在正向顯著關係。 There are nearly 400 legally registered leisure farms across the country, and there are nearly 37 million domestic and foreign tourists engaged in agricultural tourism. The number of leisure farms has grown rapidly in recent years, with various types of themes. In the past, leisure farms The related services provided are basically the same. With the long-term operation, more and more operators believe that they need to make changes in terms of service and value, so that consumers can have more diversified choices and experience something more valuable.This study takes tourists from T Leisure Farm as the research object, and explores the correlation among tourists' "service innovation", "experience marketing", "customer satisfaction" and "purchase intention" for T Leisure Farm through regression analysis. It is confirmed that there is a positive and significant relationship between T Leisure Farm's "service innovation" and "experience marketing" T Leisure Farm's "service innovation" has a positive and significant relationship with "customer satisfaction", and T Leisure Farm's "experience marketing" has a positive relationship with "customer satisfaction". There is a positive and significant relationship, "experience marketing" of T leisure farm has a positive and significant relationship with "purchase intent", and there is a positive and significant relationship between "customer satisfaction" of T leisure farm and "purchase intent".
