國立海洋生物博物館遊客對導覽解說服務滿意度與需求之研究

The Study of the Visitors' Satisfaction and Demands on Interpretation Service of National Museum of Marine Biology and Aquarium

趙嘉裕(Chia-Yu Chao) ； 黃任閔(Jen-Min Huang) ； 王弘裕(Hung-Yu Wang)

《運動健康休閒學報》 5期 (2014/06) Pp. 11-30

摘要

本研究目的在瞭解國立海洋生物博物館遊客對導覽解說服務滿意度與需求之現況，並分析不同背景變項在導覽解說服務滿意度與需求上之差異情形，最後再探討導覽解說服務滿意度與需求間之相關性。本研究以問卷調查法來收集所需資料，研究對象為國立海洋生物博物館遊客，以立意抽樣方式共發出問卷422份，回收有效問卷共402份，有效回收率為95%。所得資料經描述統計、單因子多變量變異數分析、典型相關等方式加以分析，所得結果顯示：海生館遊客的導覽解說服務滿意度與需求頗高。不同年齡、教育程度、職業和居住地區之海生館遊客在導覽解說服務滿意度層面達顯著差異。不同年齡、教育程度、職業和居住地區之海生館遊客在導覽解說服務需求層面達顯著差異。海生館遊客之導覽解說服務滿意度與需求達正相關。

關鍵字

國立海洋生物博物館 ； 遊客 ； 導覽解說服務滿意度 ； 需求

並列摘要

The purpose of this study was to investigate the visitors' satisfaction and demands on interpretation service of national museum of marine biology and aquarium, not only analyzed different background in the differences between satisfaction and demands on interpretation service, but also explored the relationship between satisfaction and demands on interpretation service. The main research method in this study was a questionnaire survey. The research members were the visitors of marine biology and aquarium. Total questionnaire were 402 and the valid questionnaire were 402. The effective response rate was 95%. Using descriptive statistics, single factor multivariate analysis of variance, canonical correlation to analyze the data. The results were as follows: The visitors of national museum of marine biology and aquarium had high satisfaction and demands on interpretation service. Different age, education level, profession and residence area in the visitors of national museum of marine biology and aquarium had significant differences in satisfaction of interpretation service. Different age, education level, profession and residence area in the visitors of national museum of marine biology and aquarium had significant differences in demands of interpretation service. The visitors' satisfaction and demands on interpretation service had a positive correlation of national museum of marine biology and aquarium.

並列關鍵字

National Museum of Marine Biology and Aquarium ； visitor ； interpretation service of satisfaction ； demands