花東海岸露營者體驗價值與滿意度之研究

本研究旨在探討花東海岸露營者對於露營活動之體驗價值與滿意度。研究者以結構方程模式進行研究架構之分析，探討體驗價值對遊憩滿意度之影響。本研究採用問卷調查法進行，透過結構方程模式分析樣本資料之信效度、配適度及各構面間的關係。本研究參考學者之問卷工具，並加以改編而成本研究之研究工具。預試採便利性抽樣，並以網路問卷方式進行作答。預試總計發放150份問卷，排除作答不完整之問卷後，共計回收126份有效問卷，有效問卷回收率為84.0%。預試所得之樣本經差異性檢定與關聯性檢定後，問卷各題項均有良好之信效度，各構面之Cronbach's α係數介於.73～.80之間，顯示整體量表有良好之信度。正式問卷總計發放316份，回收有效問卷308份，有效問卷回收率為97.5%。研究者根據分析結果與研究結論提出三點建議，包括強化花東海岸露營資訊公開、提升露營硬體設施維護頻率，以及鼓勵遊客分享體驗內容。

關鍵字

戶外遊憩；觀光旅遊；運動觀光；休閒活動；休閒體驗

並列摘要

The purpose of this study was to explore the value and satisfaction of campers on the East Coast. The researchers used the structural equation model to analyze the research structure and explore the impact of experience value on recreation satisfaction. The study was conducted using a questionnaire survey method to analyze the reliability and validity of the sample data, the fit and the relationship between the various facets through the structural equation model. This study refers to the scholar's questionnaire tool and adapts it to the research tool of cost research. Pre-test sampling is convenient and answered by online questionnaire. A total of 150 questionnaires were issued in the pre-test, and 126 valid questionnaires were collected after the questionnaires were incomplete. The effective questionnaire recovery rate was 84.0%. After the pre-test samples were tested by the difference test and the correlation test, each item of the questionnaire has good reliability and validity. The Cronbach's α coefficient of each facet is between 73 and 80, indicating that the overall scale is good. A total of 316 formal questionnaires were issued, and 308 valid questionnaires were returned. The effective questionnaire recovery rate was 97.5%. The researchers used SPSS 12.0 for descriptive statistics, independent sample t-test, single-factor variance analysis, and regression analysis. The samples from this study were male, 31-40 years old, government employees, university (specialist) degree, Marriage, and the monthly spending for leisure below 5,000 yuan is the most; and in different contexts, there is no significant difference in experience value and recreation satisfaction. The value of the visitor's experience can positively affect its recreational satisfaction, with an overall explanatory power of 79%. The researchers made three suggestions based on the analysis results and research conclusions, including strengthening the open information on the East Coast camping, improving the frequency of camping hardware installations, and encouraging visitors to share the experience.