自行車道品質對遊客重遊意願與滿意度之影響

The Influence of Bicycle Lane Quality on Tourist Revisiting Intention and Satisfaction

黃秀玉(Hsiu-Yu Huang) ； 陳國嘉(Kuo-Chia Chen) ； 方顯光(Hsien-Kuang Fang)

《華人前瞻研究》 12卷2期 (2016/11) Pp. 97-111

摘要

目前台灣熱力推動自行車休閒遊憩，使得多數自行車愛好者相當重視自行車道的品質及景觀環境，這些因素大大影響它們重遊意願；因此本研究欲探討自行車道品質對遊客重遊意願與滿意度的影響。本研究針對桃園地區自行車愛好者進行抽樣調查，總計發放問卷210份，扣除無效問卷22份，有效問卷為188份，有效問卷回收率為89.5%。本研究透過文獻探討及實證分析，本研究結論為：軍公教人員比較洗好從事自行車地休閒遊憩活動，尤其女性朋友；自行車愛好者對於自行車道品質的要求，特別重視休閒性、舒適性和安全性；在自行車道地選擇上，自行車愛好者尋求休閒性，因此重視自然景觀和生態豐富性；多數自行車愛好者重視景觀環境所帶來地親子互動；以及自行車道品質會正向影響自行車愛好者重遊意願，氣原因在於他們有高度的使用者滿意度。最後，背景變項對於自行車道品質和遊憩滿意度有顯著差異。依據研究結論，提出建議如下：設置自行車道休息站，提供使用者各項服務措施，包括化妝室、飲水供應等；開闢多功能休閒遊憩自行車道；以及善用遊憩區景觀，開闢休閒且能親子互動之自行車道。

關鍵字

自行車道 ； 服務品質 ； 重遊意願 ； 滿意度

並列摘要

Recently, Taiwanese government has been focused on the promotion of bicycle riding as a pastime to drive its tourism business, and the quality of the bicycle lane and the environment at a particular tourist spot are two determining factors for whether bicycle enthusiasts will revisit. As such, this study aims to explore the effects of the quality of bicycle lanes to tourist satisfaction and intentions to revisit. This study randomly chose 210 samples from bicycle enthusiasts in Tao-Yuan area. After eliminating 22 invalid questionnaires, there are 188 valid questionnaires, resulting in an effective return rate of 89.5%. Through documentation and case studies, this study concludes that military and government personnel, especially among those who are female, are more inclined in participating bicycle riding. In addition, bicycle enthusiasts especially value leisure, safety, and comfort in a bicycle lane. In seeking leisure, bicycle enthusiasts also value the family interaction as a byproduct of the views in nature and the diverse ecosystem. As a result, a high quality bicycle lane will result in high satisfaction and positively affect bicycle enthusiasts' intention to revisit. Finally, because variables significantly affect bicycle lane quality and tourist satisfactions, we suggest the following based on study results: Establishing rest stops along the scenic routes, creating multi-functional bicycle lanes, and taking advantage of the natural views to promote bicycle riding as a way of facilitating family interaction.

並列關鍵字

Bicycle Lane ； Service Quality ； Revisiting Intention ； Satisfaction