海科館潮境海洋中心旅遊動機與服務品質之研究

A Study on Travel Motivation and Service Quality at Chaojing Marine Center of National Museum of Marine Science & Technology

沈潤森(Jun-Sen Shen) ； 蘇蜂鈞(Feng-Chun Su) ； 李永翔(Yung-Shiang Lee) ； 鍾光硯(Kuang-Yen Chung)

《社會與區域發展學報》 5卷1期 (2016/06) Pp. 47-66

摘要

國立海洋科技博物館(簡稱海科館)於2014年1月26日正式開館營運，涵蓋範圍有區域探索館、海洋劇院、主題館及潮境海洋中心。潮境海洋中心是以復育、研究、教學海洋生物多樣性為主的小型水族館，目前僅在每年5月至10月的週六下午免費對外開放參觀並導覽。為推廣觀光休閒且服務更多遊客，日後將全面對外開放參觀。為了解遊客參觀該中心的旅遊動機及其服務品質，因此進行此問卷調查研究。問卷調查於104年7月至8月，週六下午進行，共發問卷530份，回收有效問卷501份，回收率94.5%。研究結果顯示，參訪者有47.7%是對海洋生物有興趣，但也有約25%是因學校指定作業而來。年齡層越低的遊客對於潮境海洋中心生物多樣性教學的整體滿意度越高，特別是對於接待人員及導覽解說人員的滿意度最高，惟對於廁所地點便利性及衛生整潔度滿意度較低。而鄰近海科館的新北市及台北市居民，再訪海科館的意願相對較低。

關鍵字

海洋科技博物館 ； 潮境海洋中心 ； 服務品質 ； 觀光休閒 ； 海洋教育

並列摘要

National Museum of Marine Science and Technology (NMMST) officially opened operations on January 26, 2014. The museum coverage areas include Regional Exploration Building, IMAX Theater, Main Exhibition Buildings, and Chaojing Marine Center. The purposes of Chaojing are for marine biodiversity repopulation, research, and teaching. It can be treated as a small aquarium. It is opened free to tourists in Saturday afternoon from May to October. It will be opened all the year in near future to serve more tourists. To understand the travel motivation of visitors and the service quality of NMMST so far, a questionnaire was performed in Saturday afternoon from July to August 2015. A total of 530 questionnaires were issued, which 501 valid questionnaires were returned (94.5%). The results showed that 47.7% visitors visited the center because of interest in marine biology, and 25% visitors came for project assignment by school. The younger visitors have a highly overall satisfaction with the teaching of biodiversity, especially for the reception staff and guided tours staff. Satisfactions of toilet place and its hygiene are relatively low. The revisit intention of tourist is lower in New Taipei City and Taipei City which are the neighboring counties of the museum.

並列關鍵字

National Museum of Marine Science & Technology ； Chaojing Marine Center ； Service Quality ； Tourism and Leisure ； Marine Education

參考文獻

海科館（2016）。潮境海洋中心。取自http://www.nmmst.gov.tw/chhtml

熊映美（2002）。認識生物多樣性，取自http://www.iosh.gov.tw/nebook/91workshop/w910702/w910702_3htm

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