- 學位論文
東部海岸國家風景區遊客重遊意願之研究
The Tourist’s Willingness to Revisit East Coast National Scenic Area in Taiwan
摘要
1987年，由行政院批准將東部海岸列為國家級風景區，是臺灣第二個國家級風景區。受限於時間與經費，遊客為何選擇東部海岸國家風景區前來旅遊，及經實際遊憩後之重遊意願為何，由此引發研究動機。 本研究在探討東部海岸國家風景區遊客之遊憩吸引力、行前期望、實際體驗及重遊意願，並進一步分析東部海岸國家風景區應加強改善的項目及影響遊客重遊意願的因子。本研究採問卷調查方式，便利抽樣東部海岸國家風景區的遊客，以進行資料搜集，共得427 份有效問卷。資料分析方法包括描述性統計、成對樣本t檢定、單因子變異數分析、皮爾森相關、因素分析、信度分析、迴歸分析及重要表現程度分析法。研究結果發現：(1)以男性遊客，年齡集中21-40歲、未婚及已婚(有小孩)、學歷大專院校、居住於南部地區最多、而東部三縣以花蓮之遊客居多，大部份都是自行開車前來遊玩者居多。(2)三十項遊憩吸引力問項以「鬆弛身心」、「接近、體驗大自然」、「擺脫生活壓力」、「生態資源豐富」、「體驗原住民文化」等五項平均數最高。經因素分析，遊憩吸引力可分為「自我成長」、「交通及設施服務」、「旅遊動機」、「地點屬性與知名度」與「遊客特性」等五個因素構面。(3)遊憩吸引力與行前期望有正向關係。(4)以重要表現程度分析法分析遊客之行前期望和實際體驗，「參觀動線(遊憩區)」、「指示標誌清楚(公路上)」、「指示標誌清楚(旅遊景點)」及「化妝室設置」等四項屬加強改善項目。(5)以迴歸方法分析遊客重遊意願的影響因子，發現實際體驗之「環境經營與管理」、「服務品質與設施」和「自然景觀及規劃」為重要的影響因子。
並列摘要
The East Coast National Scenic Area (ECNSA), the second national scenic area of Taiwan, was authorized by Executive Yuan, R.O.C. in 1987. Due to the limitations of touring time and investment funds, it makes each sightseeing scenic spot compete each other. Why do the tourists love to visit the ECNSA? And why do they have the revisiting willingness? The purpose of this paper is to find the factors affecting the tourists’ willingness to revisit the ECNSA. This paper investigates the recreation attractions, expectation, performance and willingness to revisit of ECNSA area visitors and analyzes the attributes of ECNSA for future improvement and the factors to the visitors’ willingness to revisit. A structured questionnaire was designed to collect the empirical data from the visitors. By convenience sampling, a total number of 427 valid samples were obtained. The data was analyzed by using descriptive analysis, paired t-test, one-way ANOVA, Pearson correlation, factor analysis, reliability analysis, multiple regression and importance-performance analysis(IPA). The results are as follows: 1. Most respondents are male, 21-40 years old, college students, unmarried and married(have children), live in the south area and visit ECNSA area by cars. 2. Among 30 recreation attraction items, ‘Relax the body and mind ’, ‘Close to the nature’, ‘Get rid of the life pressure’, ‘ Local ecology fruitful in resources’ and ‘Experiencing the local indigenous people culture’ are the five highest recreation attractions. By using factor analysis, five recreation attraction factors were extracted and named as ‘Self-growth’, ‘ Traveling motive’, ‘ Transportation and facility service’, ‘ Place attribute and popularity’ and ‘Tourist characteristics’. 3. A positive correlation exists between recreation attraction and pre-trip expectation. 4. By using IPA to analyze visitor’s pre-trip expectation and actual performance, four attributes of ‘Visits the route’ , ‘Instructs clearly(In high-way)’, ‘Instructs clearly(In scenic site)’ and ‘Restroom establishment’ are for future improvement. 5. By using multiple regression, all of actual performance variable ‘Environment management and administration’, ‘Service quality and facility’, and ‘Natural landscape and plan’ are the important factors that positively affect the visitor’s willingness to revisit.