台北縣立坪林茶業博物館遊客滿意度對重遊意願之影響

The Impact of Visitors' Satisfaction on Their Intention to Revisit Pin-Ling Tea Museum, Taipei County

黃淑君(Shu-Chun L. Huang) ； 何宗隆(Chun-Loung Ho)

《觀光研究學報》 7卷2期 (2001/12) Pp. 111-123

https://doi.org/10.6267/JTLS.2001.7(2)7

摘要

本研究主要之目的在探討坪林茶業博物館遊客對實質環境設施、服務以及管理之滿意度，進而瞭解遊客滿意度與遊客重遊意願之關係；此外並檢視遊客個人特性對於滿意度的影響。本研究於民國88年，對前往坪林茶業博物館的遊客進行問卷調查，共得有效問卷307份。分析結果顯示遊客的滿意度大致上介於普通和滿意之間，滿意度平均值由高至低依次為博物館的建築設施(m=3.63)、管理維護(m=3.62)、周邊環境(m=3.60)、戶外空間(m=3.58)、服務品質(m=3.49)。遊客的重遊意願則介於普通和願意之間(m=3.54)。由複迴歸分析結果證實遊客的重遊意願會受其對茶業博物館五類型滿意度的影響，此複迴歸模式所解釋的變異量為37%。此外，遊客的個人特性僅對博物館周邊環境、建築設施和服務品質的滿意度有顯著的影響。

關鍵字

遊客滿意度 ； 重遊意願 ； 實質環境 ； 遊憩規劃 ； 遊憩管理

並列摘要

Pin-Ling Tea Museum is the first museum that is based on the theme of tea in Taiwan. The purpose of this study was to investigate the planning and management factors influencing visitors' satisfaction and their intention to revisit the museum. In addition, the influence of visitors' demographic information on satisfaction was examined. The satisfaction categories included the museum's surrounding environment, outdoor space, building/facilities, service quality, and maintenance quality. An on site survey was conducted in the summer of 1999, and close-ended questionnaires were used. A total of 307 copies of valid questionnaires were obtained.
The findings indicated that the mean scores of the five satisfaction categories in descending order are building/facility (m=3.63), maintenance quality (m=3.62), surrounding environment (m=3.60), outdoor space (m=3.58), and service quality (m=3.49), respectively. The results of the multiple regression analysis suggested that visitors' intention for revisiting the museum was significantly affected by the five satisfaction categories. The model explained 37% of the variance. The visitors' personal attributes only had significant effects on the satisfaction of museum's outdoor space, building/facility, and service quality.
Some suggestions were proposed to the museum authority regarding the planning and management of the museum. The findings also provided some insights for environmental and recreation planners on the planning of other types of museum in the future.

並列關鍵字

visitors' satisfaction ； intention for revisiting ； physical environments ； recreational planning ； recreational management