高雄市壽山動物園遊客知覺價值、滿意度與重遊意願之研究

高雄市壽山動物園為台灣第二大動物園，不同於一次性消費品，動物園所提供的觀光服務是希望遊客能再次來休閒觀光或推薦給其他親友，因此，如何提高遊客滿意度，進而增加遊客的重遊意願，便成為一項重要課題。本研究旨在了解和探討高雄市動物園顧客知覺價值、滿意度與重遊意願的現況及關係。本研究主要以高雄市壽山動物園遊客為研究對象，採取隨機抽樣抽取高雄市壽山動物園298 位遊客為研究樣本，並使用改編之顧客知覺價值量表、滿意度量表及重遊意願量表作為測量工具，運用統計方法進行分析，研究結果指出：（一）高雄市壽山動物園遊客在顧客知覺價值、滿意度與重遊意願現況分析，結果皆呈現中上水準。（二）不同年齡、教育程度遊客在顧客知覺價值認同上達顯著差異。（三）不同性別、每月收入、婚姻狀況、年齡、教育程度、職業遊客在滿意度認同上達顯著差異。（四）顧客知覺價值對滿意度存在顯著影響；顧客知覺價值對重遊意願存在顯著影響；滿意度對重遊意願存在顯著影響。

關鍵字

顧客知覺價值；滿意度；重遊意願

並列摘要

The study aims to understand and explore customer's perceived value, satisfaction and willingness to revisit for Kaohsiung Zoo as well as the relationship among the three. By randomly sampling 298 visitors in Kaohsiung Shoushan Zoo, the study uses modified perceived value scale, satisfaction scale and willingness to revisit scale as measurement tools. With statistics methods, the study analyzes the results and find: (1) Visitors of Kaohsiung Shoushan Zoo felt good in terms of customer perceived value, satisfaction and willingness to revisit. (2) It is statistically significant for tourists with different age and different level of education in terms of customer perceived value. (3) It is statistically significant for tourists with different monthly income, marital status, age, sex, level of education and occupation in terms of customer satisfaction. (4) Customer perceived value has significant impact on visitors' satisfaction and willingness to revisit; in return, customer satisfaction has significant impact on their willingness to revisit.