假日戶外遊憩吸引力、服務品質與忠誠度之研究 - 以坪林鄉露營區為例

A Study of holiday outdoor recreation attractiveness, service quality and loyalty. -in camping areas in Pinlin Village.

溫卿副(Ching-Fu WEN)

指導教授 ： 張少熙

國立臺灣師範大學/運動與休閒學院/體育學系在職進修碩士班/碩士(2008年)

摘要

本研究目的在探討坪林鄉露營區的假日遊客特性、戶外遊憩吸引力、服務品質與忠誠度之現況和情形。以2008年8月間前往臺北縣坪林鄉九間露營區進行戶外遊憩活動和露營過夜之500名假日遊客為研究對象，透過「坪林鄉露營區假日戶外遊憩吸引力、服務品質與忠誠度調查問卷」進行調查。所得資料以描述性統計、t檢定、單因子變異數分析、皮爾遜積差相關等進行統計分析。研究結果發現：一、遊客背景特性以兩天ㄧ夜露營、汽車、中年人、家庭和朋友團體形式、收入以2萬至6萬為主、居住地區以近程和北部為主、主要戶外遊憩活動為露營、戲水、烤肉、自行車、抓魚蝦、釣魚。二、不同的「來訪次數」、「性別」、「年齡」、「教育程度」和「居住地區」在戶外遊憩吸引力上，均達顯著性差異；而不同的「來訪次數」、「年齡」、「教育程度」在服務品質上，達顯著性差異；而不同的「來訪次數」在忠誠度上，達顯著性差異。三、戶外遊憩吸引力、服務品質與忠誠度三者因素構面皆達中度正相關。最後，依據結論提出建議：一、發展次要的戶外遊憩活動指導員，延長停留時間；二、訂定多元行銷宣傳策略，增加露營區曝光率；三、積極開發具當地特色之餐飲；四、積極營造當地住宿露營環境的特色；五、改善公共設施的品質；六、提升戶外遊憩安全的措施和設施；七、確立目標市場定位和市場區隔，訂定合理的收費標準，以供相關單位訂定發展觀光遊憩策略及後續研究之參考。

關鍵字

坪林鄉 ； 露營區 ； 戶外遊憩吸引力 ； 服務品質 ； 忠誠度

並列摘要

The purpose of the present study, conducted in camping areas in Pinlin Village, is to examine their holiday visitors’ traits, outdoor recreation attractiveness, service quality and loyalty. The subjects are 500 visitors, who headed for nine different camping areas located in Pinlin Village, Taipei County, in August 2008, for outdoor recreation activities and stayed overnight there. The researcher investigated through “The Questionnaire on “PInlin Village Camping Area’s Outdoor Recreation Attractiveness, Service Quality, and Loyalty.” The data obtained was analyzed by descriptive statistics, t-test, one-way ANOVA analysis, and Pearson Correlation.The results find
1. visitors’ background traits mainly are having two-day camping, by car,
middle-aged, with family or friends, having income from 20,000 to 60,000,
living nearby or in Northern Taiwan, and their major outdoor recreation
activities are to camp, play with water, barbecue, ride bicycle, catch fish and
shrimp, and fish.
2. different Frequency, Sex, Age, Education Level and Inhabitation Area have
significant difference on outdoor recreation attractiveness; different
Frequency, Age, Education Level differ greatly on service quality as well;
different Frequency has significant difference on loyalty.
3. the three factors, outdoor recreation attractiveness, service quality, and
loyalty, are medium positively correlated.
Finally, suggestions provided according to the conclusion are
1. to cultivate secondary outdoor recreation activity instructors to prolong
visitors’ retention time
2. to set up multiple marketing strategies to increase camping areas’ exposure
rate.
3. to develop meals with local characteristics.
4. to build camping areas with local environmental characteristics.
5. to improve the quality of public facilities.
6. to raise the safety in outdoor recreation equipment and facilities.
7. to ensure target marketing position and segmentation
To set up reasonable charging price so that related authorities and following researchers could use it for reference.

並列關鍵字

Pinlin Village ； camping areas ； outdoor recreation attractiveness ； service quality ； loyalty

參考文獻

王麒景（2008）。健康體適能俱樂部服務品質與購後行為之研究－以卡莎

李安居（2006）。民宿顧客忠誠度之研究—以花蓮地區為例。未出版碩士論

李淑梅（2007）。民宿的服務品質、顧客滿意度及忠誠度之關係研究—以澎

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