||Since 2013, the” One Day Farmer” activity has been launched by the Agriculture Bureau of Kaohsiung City Government. “One Day Farmer” is an experience activity that included local material, local scenery, local culture, and enthusiasm of community residents. It is also a distinctive recreation experience. The purposes of this study were to explore tourists’ experience benefits and willingness to pay. And, it used “Payment Card” format was used as a method to determine tourists’ willingness to pay. Moreover, this study adopted questionnaire survey. The objects of study were tourists who participated in One Day Farmer in 2015. A total of 312 questionnaires were distributed and retrieved with 303 valid questionnaires.|
The results of this study are as followed.
1.Among demographic variables, educational level, visiting frequency, marital status, and participation influence parts of experience benefit;
2.Among demographic variables, monthly incomes influence willingness of pay;
3.There are significantly positive effects between experience benefit and willingness to pay;
4.Additional tourists’ willingness to pay is less than 100 dollars.
This study provides the following suggestions for the” One Day Farmer” activity. First, the activity can integrate different recreational resources to encourage tourists revisiting. Secondly, the activity can strengthen interaction between tourists that can make different experience. Thirdly, it can increase the price of acceptance by different theme activities. Finally, it can create unique journey to increase the value of activities.