從遊客的旅遊動機、幸福感與重遊意願探討客庄步道規劃－苗栗造橋案例之混合研究

A Mixed Methods Research on the Planning of Hakka Village Trail from the Perspective of Tourists' Motivation, Happiness, and Willingness to Revisit - the Case of Zaoqiao, Miaoli

馮祥勇(Hsiang-Yung Feng) ； 范瑞玲(Rueih-Lirng Fahn) ； 李詠青(Yung-Ching Lee)

《休閒事業研究》 19卷4期 (2021/12) Pp. 16-35

https://doi.org/10.6746/LIR.202112_19(4).0002

摘要

全球山脈旅遊已從大眾市場轉變為多生態市場，觀光產業的發展必須與資源保育和維護齊頭並進，以確保永續穩定成長和生存能力。交通部觀光局鑑於臺灣擁有的山脈資源，特別訂定2020年為「脊梁山脈旅遊年」，期待將包羅萬象的自然資源與獨具人文特色的南島原民文化，築育出極具國際獨特價值之臺灣魅力觀光旅遊資源，行銷全球以促進國際旅客來臺灣旅遊。本研究以苗栗造橋的三條步道為研究範圍，並以混合方法研究（mixed methods research, MMR）進行分析。在量化研究方面，透過問卷蒐集104位遊客資料，發現遊客到訪客庄人文步道的旅遊動機以知識文化動機為首要，然後才是休閒遊憩動機、人際關係動機；走過這些人文步道後，遊客總體的幸福感的解釋變異量達83.8%，也有極高的平均值。至於重遊意願則相對較低，但仍會推薦親朋好友前來，顯示客庄人文步道雖具有特色，但步道及旅遊規劃仍有待加強。在質性的深度訪談，8位受訪遊客提出步道規劃的建議，加強步道的歷史人文解說、整合客家特色商品，才能成為客庄產業發展的關鍵。

關鍵字

客庄步道 ； 登山健行 ； 旅遊動機 ； 重遊意願 ； 混合研究

並列摘要

Mountain tourism has transformed from a mass market to a multi-ecological market around the world. The development of the tourism industry must go with resource conservation and maintenance to ensure sustainable and economic growth. In view of Taiwan's mountain resources, the Tourism Bureau of the Ministry of Communications has specially designated 2020 as the ＂Mountain Tourism Year＂. It looks forward to marketing the diverse natural resources and unique cultural characteristics of the South Island aboriginal culture to promote international tourists to Taiwan. This study takes the three trails of Miaoli Zaoqiao as the research scope, and uses mixed methods research (MMR) for analysis. In terms of quantitative research, the data of 104 tourists were collected through questionnaires, and it was found that the motivation of tourists to visit Hakka Village trail was intellectual and cultural motivation first, followed by leisure motivation and interpersonal motivation. However, the overall happiness of tourists also has a very high average value. In qualitative in-depth interviews, 8 interviewed tourists put forward suggestions for trail planning. The keys to the development of the Hakka industry are strengthening the historical and humanistic interpretation of trails and integrating Hakka characteristic products.

並列關鍵字

Hakka Village Trail ； Hiking ； Tourism Motivation ； Willingness to Revisit ； Mixed Methods Research