社區生態旅遊服務品質與遊客體驗滿意度的關連組集模式之探討－基於典則相關分析技術

Study on the Associate Model with Sets of Groups between Community Ecotourism Service Quality and Tourists' Experience Satisfaction-Based on Canonical Correlation Analysis Technology

劉惠珍(Hui-Chen Liu) ； 莫皓帆(Hao-Fan Mo) ； 林宏盛(Hung-Sheng Lin)

《觀光旅遊研究學刊》 8卷1期 (2013/06) Pp. 39-60

摘要

生態旅遊是尋求旅遊永續發展的一種方式，並藉由導覽解說，引導遊客體驗當地自然、人文與產業之美。遊客對旅遊地滿意產生的重遊，對觀光地的經營管理非常重要。本研究以問卷為工具，採用便利抽樣法，調查新北市三峽區安和社區（舊稱小暗坑）遊客327人，以典則相關分析技術，建立社區生態旅遊服務品質與遊客體驗滿意度的關連組集模式。結果發現：1.社區生態旅遊服務品質平均值較高依序為「戶外課程都有安全裝備」、「活動有吸引力」。平均值較低依序為「停車位數量足夠」、「停車場出入動線方便」。2.關連組集有3對，以第1對關連組集解釋變異量最高。3.第1對關連特徵為「場地設施與教育活動典則變項與環境清淨典則變項關連」。第2對關連特徵為「解說風趣典則變項與自然活動典則變項關連」。第3對關連特徵為「生態環保典則變項與溪流活動典則變項關連」。由此可知未來在舉辦社區生態旅遊時應注重場地清潔、解說風趣與生態環保的品質。

關鍵字

關連組集模式 ； 社區生態旅遊服務品質 ； 遊客體驗滿意度 ； 典則相關分析

並列摘要

Tourists of ecotourism can be guided to experience the beauty of local nature, humanity and industry through interpretation. Therefore, their re-traveling to the area they had traveled, owing to their experience satisfaction, is very important to the area's operation and management. By convenience sampling, this research validly surveyed 327 tourists who had visited Ann-He Community (Shiau Ann Ken) in San Xia District, New Taipei City. The investigation results were analyzed by canonical correlation analysis to create an associate model with sets of groups between community ecotourism service quality and tourists' experience satisfaction. The major findings were illustrated as follows: The items of higher average score of community ecotourism service quality sequentially are ”all outdoor courses have safety equipment,” and ”the activities are attractive.” The lower average score items are ”the parking spaces are enough,” and ”the moving lines of the parking lots are convenient.” There are three connected group sets. The first pair of the sets is the highest explainable in variation. The first pair of related characteristics is that ”the canonical variables of site equipments and educational activities related to the canonical variable of site cleaning.” The second pair is that ”the canonical variable of the witty interpretation related to the canonical variable of the activities of nature.” The third pair is that ”the canonical variable of ecology and environmental protection related to the canonical variable of the activities of streams.” Accordingly, it should be paid more attention in qualities of site cleaning, wittiness of interpretation, and the ecology and environmental protection when the community ecotourism is held in the future.

並列關鍵字

associate model with sets of groups ； community eco-tourism service quality ； tourists' experience satisfaction ； canonical correlation analysis