遊憩體驗、滿意度與重遊意願的關係－以澎湖觀光休閒漁業園區為例

The Relationships among Visitors' Recreation Experiences, Satisfaction and Revisit Intentions: A Case of Recreation Fishery in Penghu

張淑青(Su-Ching Chang)

《觀光旅遊研究學刊》 3卷1期 (2008/09) Pp. 19-43

https://doi.org/10.29689/JTTR.200809.0002

摘要

隨著國民所得的提升及週休二日的實施，帶動國人從事觀光休閒活動，其中觀光休閒漁業在近年來更是蓬勃發展。台灣四面環海，海岸線長且漁業相當發達，尤其澎湖海岸線長達320公里，復因冷流與黑潮交會所形成的海洋牧場，漁產特別豐富，自古以來漁業是主要的產業與經濟來源。近年來由於傳統漁業的式微，政府積極推動農、漁業的轉型，取而代之的是養殖漁業結合觀光休閒園區的相繼成立，以提供體驗為特色的觀光休閒服務來吸引遊客，因此了解遊客的遊憩體驗感受、滿意度與重遊意願之關係，對相關業者極為重要，深具實務應用的價值。本研究目的主要以結構模式途徑來探討遊客的遊憩體驗、滿意度與重遊意願之關係，以澎湖的觀光休閒漁業園區為研究範圍，發展結構式問卷作為調查工具，選擇澎湖兩家規模較大之休閒漁業園區的遊客為問卷調查對象，建構以遊憩體驗為前因變項、滿意度為中介變項及重遊意願為結果變項的結構方程模式(SEM)加以驗證。研究發現本研究所建構之線性結構因果模式是顯著的，四個遊憩體驗因素對遊客滿意度皆有顯著正向影響，依影響參數估計值大小加以分析影響遊客滿意度的強弱依序為實體環境、服務態度、學習與成就、樂趣與放鬆因素。此外，本研究亦發現遊客滿意度對重遊意願亦有高度正向影響關係，研究結果可提供觀光休閒漁業相關業者作為策略性經營管理的建議與參考。

關鍵字

觀光休閒漁業 ； 遊憩體驗 ； 滿意度 ； 重遊意願

並列摘要

The purpose of this study was to adopt the structural modeling approach for exploring the relationships among visitors' recreation experiences, satisfaction and revisit intention of recreation fishery in Penghu. The recreation fishery in Penghu was selected to be the research scope and structural questionnaire was developed to be the survey tool of this study. The visitors of two recreation fishery in Penghu were selected as study samples. This study constructed a structural cause-effect model which takes recreation experiences as the antecedents, satisfaction as the mediated variable, and revisit intentions as the effect variable for testing their relationships. The findings of this study indicate that the structural cause-effect model is significant and four factors of recreation experience have significant and positive effects on visitors' satisfaction. The priority of positive effects on visitors' satisfaction by comparison with their efficiency value is physical environment; service attitude; learning and achievement; pleasure and relax factor. Besides, this study also found that the visitors' satisfaction has significant and high positive effects on visitors' revisit intentions. On the basis of the research results, the concrete and strategic suggestions and references of business management are offered for related industry.

並列關鍵字

Recreation fishery ； Recreation experience ； Satisfaction ； Revisit intentions