遊客之遊憩區選擇行為分析

The Analysis of Recreation Site Choice Behavior for Tourists

陳肇堯(Chau-Yau Chen) ； 陳應仁(Ien-Jen Chen)

《生物與休閒事業研究》 2卷1期 (2004/06) Pp. 67-96

https://doi.org/10.30133/BLIR.200406.0005

摘要

有鑑於瞭解遊客之遊憩需求行為對遊憩區經營管理的重要性，本研究利用台灣地區10個主要遊憩區之個別遊客旅遊活動資料，建立遊客之遊憩區選擇模型，探討遊客之遊憩區選擇需求行為特性，並比較經常性與非經常性遊客遊憩區選擇行為差異。模型校估結果顯示旅遊方式與旅遊天數對遊客選擇不同類型遊憩區具有影響；而不論何種類型遊憩區，遊客仍傾向選擇到交通時間較短的遊憩區；同時遊客因為傾向於嚐試新的遊憩體驗，故產生期望與實際感受落差的不滿意情況普遍；至於旅遊支出的影響，對原野型遊憩區的遊客傾向選擇到旅遊支出較高的遊憩區，但對都會區型與都市近郊型則傾向選擇到旅遊支出較低的遊憩區。對經常性與非經常性的遊客而言，其選擇遊憩區的行為在交通時間、遊憩滿足、旅遊支出等方面具有較明顯的差異。

關鍵字

選擇行為 ； 多項羅吉特模型 ； 經常性與非經常性遊客

並列摘要

Owing to the importance of understanding the recreation demand behaviors for tourists to the management of recreational sites, this study, using individual tourists data, intends to explore the characteristics of recreation site choice behaviors fortourists and to compare the behavioral differences between frequent and infrequent tourists by constructing a behavioral recreation site choice model. The results show that different types of recreation companies and different recreational days indeed have the influence on the choice of different types of recreational sites. Besides, tourists intend to choose the recreational site that has shorter travel time no matter what type of recreational sites they visit. At the meantime, it is general that tourists intend to pursue new recreational experiences and result in dissatisfaction because of the gap between the expectation and actual perception about the new recreational site. As to travel expenditure, tourists who visit recreational sites of wilderness type intend to choose the one that costs more, and yet those who visit recreational sites of metropolitan type and/or rural type intend to choose the one that cost less. Furthermore, the differences of recreation demand behavior for frequent and infrequent tourists are significant substantially in the factors of travel time , recreation satisfaction, and travel expenditures.

並列關鍵字

Choice Behavior ； Multinomial Logit Model ； Frequent and Infrequent Tourists