本研究以鳳凰自然教育園區遊客為對象,利用結構方程模式探討遊客的認知遊憩品質、滿意與行為意圖的主要構成因素及三者間之關係。研究結果顯示,遊憩品質的認知主要由遊客對於園區的自然環境及風景可否使人愉快的認知所構成,滿意度係由遊客對遊憩動機及預期的滿足所構成。遊憩品質認知對滿意以及滿意對重遊與推薦的行為意圖具有明顯的正向關係,遊憩品質認知係透過滿意與否而對行為意圖有間接關係。換言之,遊客對遊憩品質的認知愈高,則愈感到滿意,同時明顯的正向提升重遊與推薦的行為意圖。就管理而言,鳳凰園區的經營策略應在於發揮自然教育的特色使遊客更加接近自然並瞭解自然。
This study examined the major components and relationship of perceived recreation quality on visitors’ satisfactions and behavioral intentions at Fenghuang Nature Education Area by structural equation modeling. The results indicate that perceived recreation quality is mainly composed by the pleasure and enjoyment of richness of natural resources and scenery, satisfaction is composed by meeting the motivation of recreation and visitor’s expectation. Both the relationships of perceived quality to satisfaction and satisfaction to the intention of revisiting and recommendation have significant positive effect, and there is an indirect relationship between perceived quality and the intention through satisfaction. In other words, the higher perceived recreation quality visitors have, the higher satisfaction and the higher positive behavioral intention. For management purposes, the business strategy of Fenghuang natural education area is to enhance its uniqueness so that visitors are closer to nature and understand nature more.