休閒涉入與解說媒體偏好關係之研究：以台灣賞鯨遊客為例

The Relationship between Leisure Involvement and Preference inInterpretive Media for Whale Watching Visitor in Taiwan

蘇郁翔(Yu-Hsiang Su) ； 盧堅富(Jane-Fuh Lu) ； 楊典浩(Dian-Hao Yang)

《休閒事業研究》 8卷1期 (2010/03) Pp. 50-65

https://doi.org/10.6746/LIR.201003_8(1).0004

摘要

賞鯨現為台灣積極發展生態旅遊活動之一，解說為生態旅遊當中相當重要之一環，其能提供遊客環境教育以及相關保育知識。本研究旨在探討不同涉入程度類型遊客對於解說媒體偏好之關係。先利用休閒涉入將遊客進行分類，進一步再就各類不同型態遊客對解說媒體偏好進行解釋。抽樣方式採用便利抽樣，有效問卷共有419份，問卷調查地點包括了宜蘭烏石港、花蓮花蓮港兩地賞鯨旅遊地點。將遊客分類為「高度涉入程度遊客」、「中度涉入程度遊客」以及「低度涉入程度遊客」。根據調查資料進行統計分析，本研究可歸納出以下與結論：一、不同涉入程度遊客其對解說媒體與解說媒體之偏好有顯著差異，其中高度涉入程度遊客對於解說媒體之偏好明顯高於其他兩類型之遊客。二、不同涉入程度遊客其對解說媒體形式之偏好，其中高度涉入程度遊客對於人員以及非人員解說偏好明顯高於其他兩類型之遊客。三、不同年齡、職業、收入、旅遊目的之遊客其對解說媒體偏好有顯著差異。

關鍵字

休閒涉入 ； 解說媒體需求 ； 賞鯨 ； 遊客屬性

並列摘要

Whale watching is one of the activities of ecotourism for development in Taiwan. Interpretation is an important element for ecotourism that offers environmental education and conservation knowledge to visitor. This research is discussing the relationship among 3 level groups to the preference ininterpretive media. It divided into the visitor group according involvement leisure and compares theirpreferences.The field survey was conducted in three popular whale-watching areas, Hualien harborand Wushih habor. Based on the data collected in this study, three conclusions had been made.1. Significant differences in interpretive medium preferences were found among various groups of leisureinvolvement In addition, there were higher preferences of interpretive medium for the highest groupthan for other groups of visitors.2. Significant differences in interpretive style preferences were foundamong various groups of leisure involvement In addition, there were higher preference of personalinterpretive for the highest group than for other groups of visitors.3. Significant differences ininterpretive medium preferences were found among the various groups in the following visitors’character attributes: gender, age, occupation, income and travel motivation.

並列關鍵字

leisure involvement ； interpretive medium preference ； whale watching and visitor'scharacteristics