森林遊樂區遊客環境屬性與忠誠度之研究

A Study of Visitor's Perceptions on Environmental Setting Attributes and Loyalty in the Forest Recreation Area

吳忠宏(Homer C. Wu) ； 林士彥(Shih-Yen Lin) ； 王嘉麟(Chia-Lin Wang)

《運動休閒管理學報》 3卷1期 (2006/06) Pp. 42-56

https://doi.org/10.6214/JSRM.200606_3(1).0003

摘要

本研究旨在瞭解溪頭森林遊樂區遊客的遊憩動機、對溪頭森林遊樂區所知覺的環境屬性重要程度與表現程度、忠誠度，並進而探討遊客基本資料、遊憩動機、重要程度、表現程度，與忠誠度間之關係。研究者以自編之結構式問卷採便利抽樣法進行調查，共獲得有效樣本414份，經因素分析後得到「自我滿足動機」、「活動取向動機」、「放鬆心靈動機」和「社交接觸動機」等四個遊憩動機構面，在相關統計分析後發現：遊客之年齡、教育程度、職業、婚姻、個人平均月收入、到遊次數、上次到遊時間、同遊夥伴及交通工具等變項會造成其遊憩動機上之差異。遊憩動機與遊憩環境屬性重要程度大都呈顯著正相關，其中「自我滿足」與「放鬆心靈」動機是影響遊客對環境屬性最顯著的因素構面。透過重要表現程分析法得知在41個環境屬性變項中，有17個與12個變項分別在「繼續保持」與「優先順序較低」的象限中。遊憩環境屬性變項之重要程度與表現程度均呈顯著的差異。遊憩環境屬性表現程度與忠誠度亦呈顯著正相關。經由迴歸分析後發現，遊客的遊憩動機、對環境屬性的重要程度、對環境屬性的表現程度等變項皆對忠誠度有顯著影響。

關鍵字

森林遊樂區 ； 動機 ； 環境屬性 ； 重要－表現程分析法 ； 忠誠度

並列摘要

The purpose of this research was to explore the visitors' motivation and their perceptions toward environmental setting attributes at ”Chi-Tou Forest Recreation Area”. A total of 414 valid questionnaires were collected, the relationships among visitors' sociodemographic characters, motivations, perceived importance and performance of the environmental setting attributes, and loyalty were also studied. As indicated from the factor analysis, there were four motivation factors: ”The motivation of self satisfaction”, ”The activity-oriented motivation”, ”The motivation of relaxation” and ”The motivation for the participation of social activities”. The study showed there were significant differences between sociodemographic characters and motivations; motivations and perceived importance of the environmental setting attributes were significant correlated. The technique of Importance-Performance Analysis was used to identify visitors' satisfaction. The results indicated that the performance of environmental setting attributes was also positively correlated with visitors' loyalty. The regression revealed that motivation, perceived importance and performance of the environmental setting attributes will influence visitor's loyalty.

並列關鍵字

forest recreation area ； motivation ； environmental setting attributes ； importance-performance analysis ； loyalty