國家森林遊樂區生態旅遊地服務品質要素屬性之研究－以遊客的角度

Eco-tourism Service Elements of National Forest Recreation Areas-From Visitors' Approach

李晶(Ching Li) ； 吳庭瑜(Ting-Yu Wu) ； 翁儷芯(Li-Hsin Weng) ； 歐懿慧(Yi-Hui Ou)

《休閒觀光與運動健康學報》 4卷1期 (2013/09) Pp. 20-39

摘要

臺灣生態旅遊蓬勃發展，遊客對於生態旅遊地的需求也逐漸提升。本研究目的為瞭解國家森林遊樂區遊客對各項服務的需求。研究方法：以文獻分析法將服務項目依五大構面分為15項，並利用二維品質模式進行資料調查及分析。調查時間自2012年7月13日至11月26日，總計回收有效問卷789份。結果：受訪者以女性及居住北部的學生居多，平均年齡約為37歲，教育程度多為大專（大學）及研究所（以上），而個人平均月收入多介於18,781元－37,650元及37,650元－56,340。國家森林遊樂區所提供的12項服務偏向一維要素特質，意指所提供的服務量與遊客滿意度成正比。特別是在經營管理構面中的四項服務所提供的服務量充足與否，會直接影響遊客的滿意程度。結論：自然資源應視各森林遊樂區所具備的自然資源特質加以發展，環境教育與解說上應提供高品質的環境教育設施且顧及不同遊客所需，在環境永續部分設施形式在地化，且持續推廣及教育遊客環境永續性的意涵，利益回饋則加強園區與社區資源的結合，可有效且迅速的提升遊客滿意程度，而經營管理上應強化執行服務的效率及成效宣導。

關鍵字

國家森林遊樂區 ； 生態旅遊地 ； 二維品質模式

並列摘要

The purpose of this study is to identify the visitors' demand of National Forest Recreation Area Visitors. The study methods constructed 15 services by two-dimensional quality model for the classification of the elements. The purpose of this study is to investigate the quality elements of eco-tourism service from the Forestry Bureau of manager approach. The study applied the focus group interview Forest District Offices representatives, on January 9, 2013. The data was classified by two-dimensional service elements. The result of this research as following: (1) The dimensions of natural resources and benefits feedback were classified into attractive quality elements. (2) The dimensions of environmental education and interpretive service were evaluated into one-dimensional elements in the majority. (3) The dimensions of environmental sustainability were into different categories. (4) The dimensions of operation and management belonged to must-be elements in the majority. Conclusions: (1) In order to ensure the satisfaction, the manager should maintain the quality of environmental education and interpretive services. (2) To improve satisfaction, strengthen combines of local resources. (3) To avoid the dissatisfaction, the manager should maintain a basic level of Operation and Management services quality. (4) To ensure visitor satisfaction, the manager should strengthen the implementation of service efficiency and the effectiveness of advocacy.

並列關鍵字

Ecotourism destination ； National Forest Recreation Area ； Kano two-Dimensional Model