Measuring Rural Tourism Value for Money: The Experience Economy of Leisure Agriculture in Central Taiwan

In the rural tourism and agricultural development, the experience economy activities of leisure agriculture have played an important role. This study applies the concept of experience economy to analyze those factors affecting the evaluation of "value for money". The empirical results show that the higher receptions of escapism and esthetics have significant perceptions. This implies that the operators of leisure agriculture might have to pay attention to the tourists' evaluation of "value for money", besides improving the tourists' satisfaction.