綠色旅遊之遊客滿意度與忠誠度探討－以宜蘭縣新南休閒農業區為例

Visitors' Satisfaction and Loyalty of Green Tourism: A Case Study of Shin-Nan Leisure Agriculture Area in Ilan County

陳昭樺(Chao-Hua Chen) ； 楊曹弘(Tsao-Hung Yang) ； 陳凱俐(Kai-Lih Chen) ； 王俊如(Chun-Ju Wang)

《宜蘭大學生物資源學刊》 11卷 (2015/12) Pp. 13-35

https://doi.org/10.6175/job.2015.11.12

摘要

隨著環境的議題逐漸受到重視，綠色旅遊是未來永續發展的趨勢。遊客滿意度和忠誠度會影響遊客的環境意識與再遊意願，對發展綠色旅遊是重要的參考指標。本研究以宜蘭縣新南休閒農業區之200位遊客為對象，探討遊客之社經背景與旅遊資訊來源對綠色旅遊滿意度與忠誠度的影響。以多元線性迴歸模型檢驗八個研究假設，結果發現：在滿意度方面，資訊來源為「公共類」之遊客，其滿意度較高，而遊客之職業為「技術、事務、服務人員」者，滿意度明顯低於其他職業。在忠誠度(以推薦意願與再遊意願衡量)方面，資訊來源為「自己經驗」(以前來過)者，忠誠度顯著較高，社經背景對忠誠度則無顯著影響。服務滿意度及活動滿意度對忠誠度亦有正向之顯著影響。據此，本研究建議業者針對不同特性的遊客，設計不同的綠色活動，並增加旅遊資訊的能見度，以提高綠色旅遊的行銷效果。

關鍵字

綠色旅遊 ； 滿意度 ； 忠誠度

並列摘要

With the increasing attention on environmental issues, green tourism has become the future trend of sustainable development. Visitors' satisfaction and loyalty of green tourism affect the environmental awareness of the tourists and their willingness to re-visit, and are important to the development of green tourism. Two hundred tourists who visited Shin-Nan leisure agriculture area were sampled to study the effects of socioeconomic backgrounds and travel information sources on green tourism visitors' satisfaction and loyalty. Eight hypotheses were tested by multiple linear regressions to reveal the following results. Regarding visitors' satisfaction, tourists who obtain information from public sources tend to show higher satisfaction while tourists with technical, business, and service occupations show notable lower satisfaction than visitors of other occupations. Loyalty, which is measured by the arithmetic average of tourists' willingness to recommend and to revisit the site, is significantly higher for the tourists that indicated their information source of ＂self experience＂ (having visited the site before) while socioeconomic backgrounds are of no significance. Service and activity satisfaction also show positive effects on loyalty. Based on the results of this study, we recommend that business managers design different activities according to different visitor traits and increase the visibility of travel information so as to promote the marketing effect of green tourism.

並列關鍵字

Green Tourism ； Satisfaction ； Loyalty