宜蘭地區區域型步道遊客滿意度調查與比較之研究

Investigation and Comparison of Visitors' Satisfaction on Ilian Community Trails

邱祈榮(Chyi-Rong Chiou) ； 林鴻忠(Hong-Chung Lin) ； 蔡維倫(Wei-Lun Tsai) ； 詹為巽(Wei-Hsun Chan)

《中華林學季刊》 43卷1期 (2010/03) Pp. 73-91

https://doi.org/10.30064/QJCF.201003.0006

摘要

本研究旨在調查與比較位於羅東之五條區域型步道遊客特性與遊客滿意度，分別為林美石磐步道、松羅國家步道、拳頭姆自然步道、朝陽國家步道以及新寮瀑布步道。經由國內外文獻探討後，建構「遊客滿意度調查問卷」，內容包括遊客背景、步道條件、步道設施以及遊客反應等四大部分。根據調查分析結果，五條步道遊客較滿意項目為步道本體與自然資源，而對於步道中公共設施與休憩設施較不滿意；且經判別分析後顯示，遊客滿意度之主要影響項目為步道本體與自然資源，而對於步道中公共設施與休憩設施較不滿意；遊客之負面體驗對遊客忠誠度有顯著差異，遊客整體滿意度對負面體驗與遊客忠誠度亦有顯著差異，值得相關主管機關重視。並建議針對遊客較不滿意之部分優先加強改善，並進行長期持續之調查，以提供永續之遊客滿意度資料。

關鍵字

遊客滿意度 ； 區域型步道系統 ； 逐步判別分析

並列摘要

This study examined the visitors' properties and satisfaction on community trails, including Lin-Mei Stone Trail, Sungluo Trail, Cyuantoumu Trail, Jhaoyang Trail, and Sinliao Waterfall Trail at Luodong. The questionnaire of visitors' satisfaction survey was designed based on previous researches. The subjects of the survey included visitors' characteristics, conditions of trails, facilities and visitors' responses. The survey was undertaken from December 2008 to March 2009. This study suggested that visitors were much satisfied with trails and natural resources, but had lower satisfaction with the public facilities and rest facilities. The results of Stepwise Discriminant Analysis showed that visitors' overall satisfaction was mostly influenced by trails' condition and natural landscape. Visitors' experience significantly had a considerable effect on their loyalty. In addition, visitors' overall satisfaction significantly influenced visitors' experience and loyalty as well. These findings could guide the managers to improve and to construct a more appropriate management plan for the trails. Therefore, a long-term field ovservation and survey of tourists' satisfaction and properties was necessary for the future management.

並列關鍵字

Visitors' satisfaction ； Community trails ； Stepwise Discriminant Analysis