花蓮賞鯨遊客涉入對服務品質、體驗及知覺價值影響之研究

A Study of Tourists' Involvement on Service Quality, Experience and Perceived Value for Whale Watching in Hualien

陳璋玲(Chung-Ling Chen) ； 洪秀華(Huis-Hua Hung)

《運動事業管理學術研討會論文集》 7期 (2008/05) Pp. 75-94

https://doi.org/10.29464/YDSYGL.200805.0075

摘要

近來年海洋觀光逐漸成為台灣發展觀光的重點，賞鯨旅遊更是推展東部海岸觀光的主要遊程之一，從1997年7月第一艘賞鯨船於花蓮石梯港正式啟航以來，賞鯨活動已成為遊客至花東旅遊的遊程選擇。賞鯨的人次逐年不斷的增加，投入賞鯨旅遊的業者也迅速增長。在東部海岸目前有眾多的賞鯨公司一起經營賞鯨旅遊這塊大餅，由於不斷惡性競爭，導致體質較差的賞鯨業者逐漸被市場機制淘汰。在競爭的市場中，針對遊客的需求，提供更貼近遊客的服務來爭取更多的客源是目前業者應該關注的。過去幾年國內多以研究鯨豚生態保育及遊憩效益評估居多，鮮少研究關注服務品質、遊客涉入、體驗及知覺價值等研究。因此，本文將以此為研究主題，透過旅客參與賞鯨活動，探討遊客涉入程度對於賞鯨業者提供之服務品質、體驗及知覺價值之間的影響。研究者實地參與賞鯨活動行程及體驗業者所提供的服務，針對參與花蓮港賞鯨的遊客進行調查研究，透過遊客問卷調查資料收集，並將收集之遊客有效問卷391份進行統計分析。資料分析則使用SPSS及LISREL等軟體進行分析。 實證結果發現，遊客涉入對服務品質、體驗、知覺價值有正向影響；服務品質對遊客知覺價值有正向影響。顯示遊客的涉入對於賞鯨活動的體驗及知覺價值有相關影響，同時，遊客參與賞鯨整體活動的體驗及知覺價值也會因業者所提供的服務品質而有所不同，因此，本研究依其研究結果提出結論與建議，期能提供相關業者更加重視遊客的感受。

關鍵字

賞鯨活動 ； 涉入 ； 服務品質 ； 體驗 ； 知覺價值

並列摘要

In recent years, marine tourism has become an important sector in Taiwan's tourism industry. Since the first sailing of whale-watching boat from Shiti harbor, Hualien in July 1997, whaling-watching activity has become a major point of interest in the east-coast tour arrangement. With the increasing number in whale-watching tourists, more people are engaged in whale-watching tour industry. In this competitive market, to provide quality services to meet tourists' demand is an important issue. Most of the past literature is centered on the conservation of whale and dolphin resources and evaluation of recreational benefits derived from whale-watching industry. In comparison, the issues related to service quality, tourist's involvement, experience and perceived value are seldom studied. As a result, this study tries to explore these issues and is aimed to investigate the relationship between the concerned variables. A structured questionnaire was designed to collect the empirical data from the visitors who joined the whale-watching activity in Huilien area. A total number of 391 valid samples were obtained. The data were analyzed by using descriptive statistics, factor analysis, reliability analysis and LISREL.
The results showed that involvement has significant effect on service quality, experience and perceived value; service quality has significant effect on perceived value. There is a high relation between experience and perceived value. In the last, the study will provide suggestions based the results in the hope that the concerned industry people would more appreciate the needs felt by the tourists.

並列關鍵字

Whale Watching Activity ； Involvement ； Service Quality ； Experience ； Perceived Value