遊客對墾丁小灣遊憩環境滿意度之研究

The Study of Tourist Satisfaction for Coastal Recreational Environment in Kenting Little Bay

鄭振洋 ； 薛堯舜 ； 鍾潤華

《高應科大體育》 14期 (2015/12) Pp. 157-165

摘要

台灣目前推廣海洋觀光遊憩活動相當活絡，若能對遊憩環境有更多的瞭解，將利於經營管理與永續發展的契機。本研究透過了解不同特性墾丁小灣遊客對遊憩環境的重視及評價，並探討遊憩環境重視度及滿意度之相關情形，滿意度與重遊意願之相關性，進而對墾丁小灣遊憩環境之改善有所助益。本研究採調查研究法並以問卷為研究工具，以墾丁小灣遊客為研究對象，總共取得有效問卷共400份，並運用spss20為統計工具，做描述性統計、多變量、單變量變異數分析、成對樣本t檢定及相關分析，研究結果顯示，遊客對墾丁小灣遊憩環境之重視程度為中上等程度，然而滿意度卻為中等程度，且在實質環境屬性、社會環境屬性、經營管理環境屬性、活動設施環境屬性均出現顯著負向缺口，其中又以經營管理環境之負向缺口最為嚴重。此外，實質環境、經營管理環境、活動設施環境影響及整體滿意度皆與重遊意願呈現顯著相關。整體而言，本研究建議墾丁小灣相關管理業者需重視遊客對經營管理環境之負向缺口情形，加強經營管理之相對措施，以提昇民眾遊憩環境品質及安全等做全面性之把關。

關鍵字

環境屬性 ； 總滿意度

並列摘要

Taiwan has been popularized coastal recreation actively, but if we can learn more about coastal recreational environment, we will be able to have the chance of sustainable development on coastal recreation. The purpose of this research is to understand the tourist satisfaction for coastal recreation in Kenting Little Bay, and investigate the correlation between satisfaction and coastal recreational importance. This study adopted a questionnaire survey, we collected 400 questionnaires form the tourists in Kenting Little Bay, then, we investigate them by spss20. The results of the research show that the coastal recreational importance for the tourists is above intermediate level, but the satisfaction has only reached medium grade. Also, the tourists didn’t approve of realistic environment, social environment, management and activities facility. Moreover, realistic environment, management and activities facility will effect the tourists’ thinking about coming back again. In a nutshell, we advise the ones who manage Kenting Little Bay, must pay attention on tourists’ thinking about management. To improve the coastal recreational environment and its safety.

並列關鍵字

Environmental Setting Attributes ； Overall Satisfaction