自行車道遊客遊憩動機對環境屬性重視與表現程度之研究－以新竹市17公里海岸線自行車道爲例

本研究的主要目的在分析新竹市17公里海岸線自行車道遊客之遊憩行爲。首先將遊憩動機進行集群分析以區隔不同市場遊客，其後透過人口變項瞭解各集群之特性，並比較不同集群在環境屬性滿意上之差異，最後再透過重要－表現程度分析法瞭解不同集群遊客在各環境屬性之重視程度與表現程度。以便利取樣方式對442名在該自行車道騎乘自行車的遊客進行調查。結果發現，遊客依其所重視的動機因素可劃分成積極遊憩者、健康紓壓者和漫無目的者3群，此3群遊客在各環境屬性的重視程度與表現程度上均有顯著差異存在。應用重要－表現程度分析法發現，積極遊憩者在評定供給過度和優先序位低項目時和健康紓壓者相當類似，但在繼續保持和改善重點部份就有較大的差異；至於漫無目的者其所評定的四個象限環境屬性因子分布，就和積極遊憩者與健康舒壓者有很大的差異。根據本研究之發現，給管理單位提供市場定位及經營管理之建議。

關鍵字

遊憩動機；環境屬性；市場區隔；重要－表現程度分析

並列摘要

The primary purpose of this study is to investigate visitors' recreation behavior at the 17-km coastline bike path in Hsinchu City. Visitors are first categorized into clusters according to their recreation motivation. Then the socio-economic characteristics of each cluster are explained, and the differences in satisfaction between the clusters with the bike path's setting attributes are examined. Additionally, an important-performance analysis (IPA) was conducted to analyze the level of importance and the actual performance of the setting attributes. Using the convenient sampling method, 442 valid questionnaires were collected. From the results of cluster analysis, three market segments were identified and named. These segments were: active recreationists, health/stress release recreationists, and curious recreationists. The results showed significant differences among the three market segments regarding their perception of the setting attributes' importance and performance. Regarding the important-performance analysis, this study found that the active recreationists and health/stress release recreationists had similar perceptions, except for their evaluation on ”keep up the good work” and ”concentrate here”, whereas the curious recreationists differed significantly from the other two groups. Finally, based on the results of this study, suggestions for market positioning and future managerial applications and practices are proposed.