遊憩品質認知對遊客滿意及重遊與推薦意圖關係之分析－以鳳凰自然教育園區為例

An Analysis of the Relationship of Perceived Recreation Quality to Visitor's Satisfaction and Intension of Revisiting and Recommendation-The Case of Fenghuang Nature Education Area

姚聖潔(Sheng-Jie Yao) ； 鄭欽龍(Chin-Long Zheng)

《中華林學季刊》 45卷4期 (2012/12) Pp. 409-421

https://doi.org/10.30064/QJCF.201212.0001

摘要

本文以鳳凰自然教育園區為例，利用結構方程模式探討遊客之遊憩品質認知、滿意與忠誠的主要構成因素及此三者間之關係。研究結果顯示，遊憩品質認知主要係由遊客對於自然環境及風景可否使人愉悅與喜愛的認知反應所構成，而滿意係由遊客對於遊憩動機及高於預期的滿足所構成。遊憩品質認知對滿意以及滿意對重遊與推薦意圖均具有明顯的正向關係，但遊憩品質認知對重遊與推薦意圖的關係不明顯。此分析對管理而言是鳳凰自然教育園區可應著重自然教育，使遊客在滿足學習與自然的遊憩動機上更感滿意而提高重遊與推薦意圖。

關鍵字

森林遊樂 ； 自然教育 ； 遊憩品質 ； 滿意度 ； 行為意圖

並列摘要

Through the case of Fenghuang nature education area, this study is aimed to examine the major components of and the relationship among the perceived recreation quality, satisfaction and royalty of visitors by structural equation mode ling. The study results show that perceived recreation quality is mainly composed by the pleasure and enjoyment of richness of natural resources and scenery, and satisfaction is composed by meeting the motivation of recreation and expectation. Both the relationships of perceived quality to satisfaction and satisfaction to the intention of revisiting and recommendation have significant positive effects, but there is no direct relationship between perceived quality to the intention. The analysis implicates that the management strategy of Fenghuang nature education area is to enhance its uniqueness in nature education to raise visitors' satisfaction by meeting their recreational motivations of learning and nature and then to elevate their intension of revisiting and recommendation.

並列關鍵字

Forest recreation ； Nature education ； Recreation quality ； Satisfaction ； Behavioral intension