棲蘭山森林遊樂區解說導覽在森林教育之效益

Effects of Interpretive Guiding on Forest Education in the Qilan Area

陳瀅世(Ying-Shih Chen)

《台灣林業科學》 35卷4期 (2020/12) Pp. 297-313

https://doi.org/10.7075/TJFS.202012_35(4).0003

摘要

在台灣森林遊樂區提供的解說服務是大眾遊客容易獲得的生態之旅與森林教育機會。本研究目的驗證一般解說導覽能影響遊客的、環境情感與環境承諾。樣本資料來自棲蘭山三處森林遊樂區的2013年至2017年每季定期監測資料，遊客問卷調查採取面對面訪談，總計有效樣本1690份。調查結果顯示：解說能增進知識程度，並且效益優於保育社團或生態課程經驗。解說效益是經由提升景點滿意度，間接影響環境承諾與環境情感。遊客具備保育團體或生態課程參與經驗對棲蘭山有較高的景點滿意度。本研究的樣本顯示再訪者半數超過45歲，具備保育團體或生態課程經驗的比例均高於首訪者。再訪者佔本研究樣本總數的39.6%，而當中高達77%體驗解說行程，高於首訪者的66.4%。再遊動機主要是自然景觀產生的吸引力。建議棲蘭地區的永續經營應以維持優質自然景觀體驗為前提，保持遊客對景點的滿意度與再訪率。建議解說以具備社會責任典範的生態保育成果作為深化遊客體驗的溝通工具。

關鍵字

森林教育 ； 解說效益 ； 景點滿意度 ； 環境情感與承諾

並列摘要

Interpretation services provided in Taiwan forest recreation areas include ecological tours and forest education opportunities that are readily available to tourists. The purpose of this study was to determine how general interpretive guiding efforts affect tourists' perceptions of the forest, and environmental affection and commitments. Data are from a quarterly monitoring project from 2013 to 2017 at 3 forest recreation areas at Qilan Mt., northeastern Taiwan. In total, 1690 tourist samples were collected on site by a questionnaire survey using face-to-face interviews and sampling.. Results show that the interpretation can enhance ecological knowledge, and the effect was better than experience with environmental non-governmental organizations (NGOs) and ecological courses. The benefits of interpretation indirectly affect environmental commitments and environmental sentiments by improving destination satisfaction. Tourists who have experience with environmental NGOs or ecological courses had a higher degree of satisfaction with Qilan Mt. Analysis of the sample of this study showed that half of repeat visitors were over 45 years of age, and the proportion of those repeat visitors who had experience with an environmental NGO or ecological courses was higher than that of first-time visitors. Repeat visitors accounted for 39.6% of the total sample in this study, and 77% of them had participated in interpretive guided tours, which was higher than the 66.4% of first-time visitors. The motivation for repeated visitations was mainly the attraction of the natural landscape. It is suggested that the sustainable operation of the Qilan area should be based on the premise of meaningful natural experiences to enhance destination satisfaction and the repeat visitation rate. Interpretive guiding is suggested to be in line with the ecological conservation story of corporate social responsibility as a communication tool to deepen the tourist experience.

並列關鍵字

forest education ； interpretation effects ； destination satisfaction ； environmental affection and commitment