運用結構方程模式評量福山植物園旅遊整體滿意度

Evaluating Ecotourism Overall Satisfaction by Using Structural Equation Modeling at Fushan Botanical Garden

林俊成(Jiunn-Cheng Lin) ； 陳麗琴(Lih-Chin Chen) ； 李俊志(Chun-Chih Lee)

《中華林學季刊》 43卷3期 (2010/09) Pp. 413-424

https://doi.org/10.30064/QJCF.201009.0005

摘要

本研究以福山植物園為調查地點，以服務品質差距理論為基礎，建構出生態旅遊滿意度量表。藉由現場問卷調查及運用結構方程模式，分析遊客對福山植物園生態旅遊之實際認知度、預期不一致與整體滿意度之間的關係。結果顯示：以結構方程模式之驗證性因素分析從遊客行前期待感與實際認知度之問項中分成「遊憩設施與安全」、「環境教育與效益」、「遊客服務與解說」、「遊憩使用管制」等4個因素構面之二階因素模式。整體而言，實際認知度對整體滿意度之影響較預期不一致對整體滿意度的影響為大，其中遊客之職業不同以及遊客行為之停留園區時間不同、重遊與否，皆產生實際認知度與預期不一致對滿意度之不同影響。

關鍵字

滿意度 ； 驗證性因素分析 ； 結構方程模式 ； 福山植物園

並列摘要

In this study, we applied modified SERVQUAL instruments to examine the relationship among visitors' expectations, performances, expectation disconfirmation and overall satisfaction in Fushan Botanical Garden. 439 visitors were surveyed by on-site interview method. By using confirmatory factor analysis of structural equation model on the 22 items of the visitors' expectations and performances, four factor dimensions were established, which included ”facility and safety”, ”environmental education and benefits”, ”visitor service and interpretation” and ”tourism use limitation”. Generally speaking, the effect of visitors' perceptions toward overall satisfaction is greater than visitors' expectation disconfirmation. The different relationships among visitors' perceptions, expectation disconfirmation and overall satisfaction is resulted from different visitor groups which included different vocation, length of stay and whether revisited or not.

並列關鍵字

Satisfaction ； Confirmatory factor analysis ； Structural equation modeling ； Fushan Botanical Garden