森林遊樂區服務品質、遊憩滿意度與遊客忠誠度關係之探討：以溪頭森林遊樂區為例

The Study for Recreation Satisfaction and Loyalty of Visitors: The View Point of Sitou Forest Recreation Area Service Quality

林政德(Cheng-Te Lin) ； 顏淑敏(Shu-Min Yen) ； 林宜樺(I-Hua Lin)

《康大學報》 2卷2期 (2012/12) Pp. 79-96

https://doi.org/10.7079/JUKN.201212.0079

摘要

近年來由於國民所得增加，週休二日的實施，加上台灣森林面積約佔全部面積的55%，森林已成為國民選擇休閒地點的重要選頃。本研究以溪頭森林遊樂區為研究對象，探討遊樂區服務品質、遊憩滿意度與忠誠度之關係，希藉由本研究達到下列研究目的：1.瞭解溪頭森林風景區服務品質對遊憩滿意度之影響；2.瞭解溪頭森林風景區遊憩滿意度對遊客忠誠度之影響；3.瞭解溪頭森林風景區服務品質對遊客忠誠度之影響。結論將提供主管機關作為從事相關森林遊樂區管理決策之依據。本研究利用問卷調查方式針對溪頭森林遊樂區之遊客進行抽樣，共得到有效樣本452個，並就所得樣本資料進行描述性統計、信效度分析、因素分析、多元迴歸分析等統計方法分析。研究結果指出服務品質對遊憩滿意度具正向影響、遊憩滿意度對遊客忠誠度具正向影響、服務品質對遊客忠誠度具正向影響。

關鍵字

森林遊樂區 ； 服務品質 ； 遊憩滿意度 ； 顧客忠誠度

並列摘要

In recent years, due to the elevation of the national income and the two-day-off per week policy was implemented as well as the area of forest is about 50% of the total area of Taiwan. Therefore, forest tour was one of the popular options for traveler. This studydiscussed the correlation between service quality, tourist satisfaction and the loyalty of tourist of Sitou forest scenic area. The goals of study was to understand the effects of service quality of Sitou forest scenic area on the tourist satisfaction and the loyalty of tourist as well as the effect of tourist satisfaction on the loyalty of tourist. The results of this study could be used by administrative authorities as the reference for the management of scenic area. A total 452 questionnaires was collected and the datum were analyzed by descriptive statistics, reliability and validity analysis, factor analysis and multiple regression analysis. The results of this study showed that service quality had the positive relation with the tourist satisfaction and the loyalty of tourist. In addition, tourist satisfaction also had the positive relation with the loyalty of tourist.

並列關鍵字

Forest Recreation Area ； service quality ； customer satisfaction ； customer loyalty