A Study on the Relationship between Tourists’ Experience and Experience Value and Satisfaction in Taiwan’s Farmer’s Markets

Abstract

This study explores the effects of four types of visitor experiences on experience value and satisfaction. Farmer’s markets indirectly have an educational function through disseminating food and agricultural knowledge. They significantly shorten farm product distribution channels, providing more economic benefits for participating producers. After the pre-test, a questionnaire was officially distributed using convenience sampling and analyzed in SPSS. The study primarily found that the entertainment factor has the most significant impact on the experience value and satisfaction of the visitor experience. Moreover, through quantitative analysis, this research offers practical recommendations to enhance consumer experience value and satisfaction for farmer’s market stallholders and managers.