七股地區位於台南縣西南端,西臨台灣海峽,南隔曾文溪與台南市安南區對峙。自然資源有黑面琵鷺保護區、沙丘景觀、紅樹林、潟湖等,每年約吸引三萬旅遊人潮前來體驗乘膠筏遊潟湖、瞭解蚵仔養殖、定置漁網施作方式、鹽山特殊地景欣賞、黑面琵鷺棲息地等生態觀察活動。雖該地區之生態旅遊事業在市場上仍居優勢,但須具有高品質服務以滿足生態旅遊者的期望及需求。而瞭解遊客的期望是經營高品質服務的先決條件(Parasuraman, Zeithaml& Berry, 1986),惟生態旅遊者期望之服務品質(EC○SERV)目前尚未被深入討論。 本研究結果顯示遊客對七股地區生態旅遊服務品質評價,最重視「信賴性」,依序為「關懷性」、「反應性」、「有形性」及「確實性」;對七股地區生態旅遊服務品質評價因子經由因素分析,可歸類為四個因子構面,分別為「導覽服務」、「環境監測」、「生態關懷及「地方意象」等項;運用七股地區生態旅遊服務品質作為市場區隔變數,將目標市場中之遊客區分為「崇尚自然型」、「環保實踐型」、「地方回饋型」「寓教於樂型」等四個群體。
The objective of this study was to investigate the service quality expectations of the ecotourists in ChiGu Area. Factor analysis revealed five service dimensions: assurance, reliability, responsiveness, empathy, and tangibles. Ecotourists showed a hierarchy of dimensions relating to ecotourists business, the most important being reliability and the least important being assurance. This study has found that the service quality expectations of the ecotourists were classified into four dimensions, named as: 「interpretation」、「service」、「environmental」、「ecological amenities」「local images」. And the major types of visitors can be classified into four types: the type of natural wonder, type of environmental participation, the type of local interest, and the type of knowledge exploration.