遊客旅遊資訊來源之研究－以墾丁國家公園為例

Tourist's Information Source-A Case Study of Kenting National Park

許銘珊(Ming-Shan Hsu) ； 李一民(Yi-Min Li)

《生物與休閒事業研究》 4卷2期 (2006/12) Pp. 96-108

https://doi.org/10.30133/BLIR.200612.0007

摘要

本研究以墾丁國家公園遊客為研究對象，主要目的在探討墾丁國家公園遊客之旅遊資訊來源，以方便取樣之方式，發出問卷500份問卷，回收443份，扣除回答不完整或回答一致性之問卷51份，有效問卷為392份，有效回收率為78.400%。
資料處理工具探描述統計、項目分析、因素分析、信度分析、t考驗及單因子變異數分析等統計方法進行分析資料。經過資料收集與分析後得到以下之結果：（一）人口背景變項，在以男性遊客居多(56.378%)；年齡以20歲以下居多(45.153%)；教育程度以高中/職最多(43.622%)，職業以學生者居多數(64.031%)；以未婚者為主(75.510%)；在平均每月收入部分，以20,000元以下最多(61.480%)。（二）旅遊資訊來源經因素分析後得到行銷人員來源、人際來源與專業來源等三個構面。（三）不同年齡、婚姻狀況、教育程度、職業與每月平均收入在旅遊資訊來源因素皆達顯著差異；而不同性別之遊客在旅遊資訊來源因素中未達顯著差異。

關鍵字

國家公園 ； 遊客 ； 旅遊資訊來源

並列摘要

The purpose of this study was to understand tourists' information source factor in Kenting National Park. The subjects of the study were from Kenting National Park's tourists. The questionnaires were issued 500 copies, 392 effective copies and the effective rate 78.400%. Data was analyzed by description statistics, reliability analysis, factor analysis, t-test and One-Way analysis of variance. The results showed: (a) in the population background, the tourists were male tourists more than female tourists (56.378%); age was under the age of 20 (45.153%); level of education e was the most with high school (43.622%), the occupation was majority with student (64.031%); most unmarried (75.510%); average monthly income part, the most was with under 20,000 (61.480%). (b) Kenting National Park tourists' information source factor was divided into three constructs, such as sales staffs source factor, personal source factor, and profession source factor. (c) Significant difference had been found in age, married status, level of education, occupation, and average income in the information source, no significant difference had been found in gender in the information source.

並列關鍵字

Kenting National Park ； Tourist ； Information Source