本研究的目的主要在探討遊客特性、遊客到園藝產業從事休閒活動之動機與體驗內容的關連性。本研究採用問卷調查的方式，對到三種不同花卉園藝產業（田尾園藝專業區、花市、花藝零售店）從事遊憩活動之遊客進行調查，共得有效問卷647份。依規模大小來分，此三種不同花卉園藝產業分別代表上、中、下游的產業。經由分析的結果，本研究得到的主要結論如下：
一、遊客到園藝產業地區從事休閒活動的遊憩動機主要爲：「爲了放鬆心情」、「爲了增加學習新事物的機會」與「爲了裝飾、美化生活環境」等三項。利用因素分析縮減問項後分析得知，遊客以「學習與成就感」動機爲最高，「滿足好奇與景物欣賞」動機爲最低。
二、遊客到園藝產業地區從事休閒活動所獲得之體驗，以「體驗悠閒的環境與心情」最高，其次爲「增進朋友、家人之人際關係」、「享受與自然接觸的機會」體驗。利用因素分析縮減問項後分析得知遊客獲得「一般休閒遊憩體驗」最高，而「園藝產業環境體驗」最低。
三、遊憩動機與體驗內容具相關性。具有「社交與身心效益」與「學習與成就感」動機因素的遊客，較會獲得「園藝產業環境」與「一般休閒遊憩」的體驗內容。具有「滿足好奇與景物欣賞」動機者較會獲得在「園藝產業環境」方面的體驗，而具有「社交與身心效益」、「隨性所致」動機者，較會獲得「一般休閒遊憩」體驗。
四、遊客之遊憩動機與所獲得的體驗內容受遊客個人特性所影響。

The main purpose of this study was to investigate visitors' characteristic of horticultural industry, motivation of horticultural activities, experience in horticultural industry environments and the relationships among them. A questionnaire survey was conducted in this study. 647 valid samples were randomly drawn form three kinds of horticultural industry (professional horticulture area, horticultural market, flower shop). The data were analyzed by frequency, factor analysis, T-test, one-way analysis of variance, canonical correlation analysis and correlation analysis. The major results were summarized as follows:
1. The important visitors' motivations to horticultural industry environments included "relaxation", "learning", and "beautifying the living environment".
2. The sequence of visitors' experiences to horticultural industry environments were "experience leisurely environment and mood", "get together with family", and "close to nature".
3. There were significant correlations between visitors' motivations and experiences.
4. Different visitors' characteristics such as gender, age, vocation, education level, income, had influences on their motivations and experiences.