台灣賞鯨生態旅遊之遊客特性與解說服務滿意度關係研究

The Relationship between Tourists' Characteristics and Interpretation Satisfaction of Taiwan Whale Watching Activity

陳慧如(Huei-Ju Chen) ； 張靜雯(Ching-Wen Chang) ； 卓姿盈(Tz-Ing Chou)

《休閒事業研究》 7卷1期 (2009/03) Pp. 102-124

https://doi.org/10.6746/LIR.200903_7(1).0007

摘要

隨著生態旅遊蓬勃發展，觀光局特訂定民國91年為生態旅遊年。一系列的生態旅遊活動中，賞鯨生態旅遊成為花東地區的最熱門的旅遊活動。自民國86年7月全國第一艘賞鯨船海鯨號在花蓮石梯港首航之後，至民國89年12月止，花東兩縣海岸賞鯨人潮已達13萬人次。由此可見，賞鯨生態旅遊在花東地區對生態旅遊之重要性。在服務業競相追求服務品質之時代趨勢，生態旅遊提供遊客休閒遊憩之品質滿意度究竟如何，值得重視。同時，從遊客觀點瞭解對生態旅遊之涉入程度，並配合遊客人口統計屬性進一步解析參加賞鯨生態旅遊遊客解說服務滿意度之相關研究，尚未被探討。爰此，本文旨在探討賞鯨遊客遊客特性，包含基本人口統計、遊客涉入與解說服務滿意度等，並以遊客涉入與解說服務滿意度之平均數區隔遊客為四種遊客群：忠誠群、高標準群、冷漠群、潛在顧客群。並對此四個區隔市場研擬有效的解說服務策略。本研究之結果可提供賞鯨經營業者有效解說服務之有用資訊。

關鍵字

生態觀光 ； 賞鯨業 ； 滿意度 ； 遊客特性 ； 遊客涉入

並列摘要

According to the growing of Ecotourism Industry, the Travel Bureau in Taiwan set 2002 as the Ecotourism Year. During the series of Ecotourism promoting activities of the Travel Bureau, the whale watching is the most popular ecotourism activity of eastern Taiwan. Since the first whale watching boat sailing at Shih Tee Harbor, Hualien, in July of 1996, there are already totally over 130,000 whale watching visits in Hualien and Taitung counties. Hence, the whale watching industry is the blooming Ecotourism activity in Eastern Taiwan. There islittle study on the service satisfaction of ecotourism, while the service industry is under the high competition pressure. Therefore, in this study we used the Whale-watching industry as a case study to analyze the travelers' characteristics, including the demographic statistics, tourist involvement as well as their satisfaction on the guided interpretation tour. Travelers were grouped into four groups by tourist involvement and interpretation satisfaction to better understand the travelers' characteristics and to help building up the personal interpretation management strategy for each cluster. The study results can help the Whale-watching industry to have a better picture of the travelers' perception in relation to the personal guided interpretation tours provided by the Park. Furthermore, the study results will be a valuable contribution for improving the personal interpretation design of the Park.

並列關鍵字

Ecotourism ； Whale-watching Industry ； Satisfaction ； Tourists' Characteristics ； Tourist Involvement