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Taiwan's agricultural technology is second to none in the world. Under the active guidance of the government and years of efforts in promotion, agritourism combines education, entertainment, aesthetics, cultural inheritance and experiential theme, leads the trend of tourism. Various local characteristic agricultural itineraries roll out constantly, competing for the domestic tourism market. Rural life experiencing in countryside, specialty meals tasting, and agritourism activities arrangement are in the must-do list for foreign tourists who visit Taiwan. With the strong support of the Council of Agriculture, Executive Yuan and the agritourism industry, the characteristic agritourism certification has evaluated a total of 278 sites with various agricultural production themes as of 2022.
This study explores tourists' cognition of agritourism from the perspective of cognition and satisfaction, and satisfaction after engaging in agritourism, to further understands the difference and impact of agritourism cognition and satisfaction in different tourists' basic information (tourists' socioeconomic background, activity-related information). The study takes the characteristic agritourism field as the research object, a total of 388 valid questionnaires are collected through intentional sampling, and the recovery rate is 97%. The result shows that, I. in terms of the socioeconomic background of tourists, the majority of agritourism targets are women (61.1%), mainly between 55-64 years old (32%), mostly married (67.3%), mainly in college (university) in education (55.2%), mostly business service industry (39.7%), mainly 20,001~40,000 dollars of monthly income (35.8%), and the place of residence are mostly in the north (39.7%). II. In the part of tourist activities-related information, the degree of understanding of agricultural tourism is mainly based on understanding (92.5%), mostly twice a year to visit agritourism places (29.9%), the travel companions are mainly in 2 to 5 people (52.6%), the information about agritourism is mostly informed by relatives and friends (56.5%), mainly family and relatives (50%) as the travel companios, and the motivation of agritourism is mostly to get close to the nature (62.1%). III. In the part of agricultural tourism, tourists' awareness of agricultural tourism is relatively high (4.48), with "service/experience activities of characteristic industries" and "overall environment and operation" as the highest. IV. In terms of tourism satisfaction, is relatively high (4.31), with "service quiality of agricultural staff ", "experience environment", and "theme tour and activity experience content" as the highest. V. Tourists aged in 20-24 and over 65 have significantly higher awareness of agritourism than those aged in 25-34 and 35-44; tourists with college (university) degree have significantly higher satisfaction than those with high school (vocational) and graduate; tourists in the north are significantly with higher satisfaction than those in the south and east. VI. Tourists who understand agritourism have significantly higher awareness and satisfaction of agritourism than those who’s not; tourists with more than 11 travel companions have significantly higher awareness of agritourism than those with 2 to 5 and 6 to 10; and the willing of participating again and recommending relatives and friends to join agritourism are significantly higher awareness and satisfaction of agritourism than those who are not. VII. There’s a positive and significant correlation between agritourism awareness and satisfaction (r=.583), after multiple stepwise regression analysis, the result shows that agritourism awareness has a positive and significant impact on satisfaction (33.3%). According to the results of the study, suggestions are proposed for government departments, agritourism management units and follow-up research.
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