以旅遊生活型態探究商業溯溪旅遊市場

An Investigation into Commercial River Tracing Market by Vacation Lifestyle

黃致穎(Chi-Ying Huang) ； 李佳如(Chia-Ju Lee) ； 林玥秀(Yuen-Hsiu Lin)

《休閒事業研究》 7卷4期 (2009/12) Pp. 106-126

https://doi.org/10.6746/LIR.200912_7(4).0008

摘要

近年溯溪活動因專業玩家與旅遊業者的拓展包裝，使商業性質的溯溪活動成為國內當紅冒險旅遊活動之一，進而瞭解其遊客的相關資訊成為當務之急。花蓮為國內最主要的溯溪市場，鑑此，本研究將運用旅遊生活型態對花蓮溯溪旅遊市場進行區隔，並探究溯溪遊客之人口統計變數、旅遊特性、旅遊滿意度與重遊意願。本研究於2008年7月初至8月底以砂婆礑溪為調查場域，共回收572份問卷，有效問卷535份，研究結果顯示：（一）遊客的旅遊滿意度與重遊意願皆呈現正向評價；（二）旅遊生活型態可萃取出「著重社交」、「求知學習」、「露營野宿」、「蒐集旅遊相關資訊」、「探訪美景」與「紓壓放鬆」等因素；（三）溯溪旅遊市場之遊客可分為「求知好學型」、「尋幽訪勝型」、「不甘寂寞型」及「備妥資料型」；（四）各滿意度構面對整體滿意度有顯著影響；此外，亦利用單因子變異數分析、t-test及卡方檢定探討各旅遊生活型態集群於旅遊滿意度及重遊意願上之差異。本研究所發現的結果與相對應之建議策略，期能裨益相關業者擘劃營運方針暨服務策略之參考。

關鍵字

冒險旅遊 ； 旅遊生活型態 ； 滿意度 ； 重遊意願

並列摘要

In recent years, river tracing has become one of the most popular adventure activities in Taiwan because of the introduction of professionals, and the promotion of the local practitioners. With the rapid development of this activity, the researcher thinks that it is more important to understand more about this emerging market and the composition of the players. Hualien is the major river tracing market in Taiwan. In this study, the researcher manages to segment Hualien's river tracing market with the perspective of vacation lifestyle and investigate the river tracing tourists' demography, travel characteristics, satisfaction and revisit intention. The researcher picked the survey done at Shapodang River from the early of July to the end of August is presented 572 questionnaires were received, and 535 ones are valid and usable. The study results show that (1) the tourists' satisfaction and revisit intention are positive; (2) the vacation life style can be categorized into 6 dimensions, including ”the public relations”, ”the seeking knowledge study”, ”the camping out”, ”the collection traveling related information”, ”the visitation beautiful scene” and ”relieves presses the relaxation”; (3) the river tracing market can be grouped into 4 categories, including ”seeking knowledge to be diligent”, ”visits quietly tasteful scenic spots”, ”unwilling lonely” and ”prepares the material”; (4) satisfaction has great influence on revisit intention. Besides, the researcher also uses ANOVA, t-test and Chi-Square respectively to explore the differences between travel satisfactions and revisit intention on vacation lifestyle clusters. The research findings and the relative suggestions are expected to function as the reference for the relative companies to plan the operational policies and service strategies.

並列關鍵字

adventure tourism ； life style ； satisfaction ； revisit intension