生態旅遊社區之永續品質管理

本研究以供給面的旅遊價格及品質分析作為理論基礎，從消費面去探討旅遊品質及旅遊目的地的聲譽對生態旅遊（ecotourism）永續發展的影響。經由遊客對旅遊地的認知品質（quality realization）與預期品質（quality expectation）反應出遊客對當地的品質察覺（quality perception），當認知高於預期時則品質察覺為正值，表示遊客對於當地的品質認同度高，且願意支付更高的旅遊價格；對供給面而言，經由旅遊價格的提升，更可以經濟支撐當地的品質水準，達到供需的長期均衡，使得旅遊地得以永續發展。本研究以南投縣埔里鎮的桃米生態區作為研究地區，經由對遊客的問卷調查取得消費面的相關訊息，包括由遊客的旅遊型態、對當地的滿意度以及個人基本資料。實證結果顯示旅遊地區的聲譽會經由遊客的預期而影響旅遊價格，且遊客對旅遊目的地的品質察覺與旅遊價格有顯著的正向關係，所以當正面品質察覺之程度愈高，則代表遊客對當地的旅遊品質有較高的認同感，且願意去支付更高的旅遊價格。

關鍵字

生態旅遊、永續發展、認知品質、預期品質、品質察覺

並列摘要

This research is based on the supply theory to analyze the pricing and quality control strategies of sustainable management on ecotourism business. Since the consumer behaviors on price and quality directly affect the business profits, this study adopts the demand side of data for further discussion. The first step of the analysis is to determine the quality level from the consumer (tourist) point of view. Usually a tourist decides to visit the destination according to the reputation of the site. Therefore, they already have their “expected quality” on the site before their visit. Once they visited the site, they can realize the “actual quality” of site. If a tourist results to have a better actual quality than the expected, he/she would obtain a positive “perceived quality” from the site, meaning that he/she would think this destination as a high quality site of tourism so that he/she is more likely willing to pay or spend more on the site to benefit the local. Therefore, the key to sustainable management is to maintain high quality of destination. This study uses the case of Tao-Mi ecotourism community in Puli Town, Nantou County. Tourist questionnaires are conducted and provide the information about their tour characteristics, satisfaction check on services and facilities, as well as individual basic information. The result shows that tourists’ expenditure is highly affected by the quality they perceived. The higher quality realized than expected, the more expenditure tourists are willing to spend to the local community.