遊客對民營遊樂區票價態度之研究

A Study of Users' Attitudes toward Entrance Fee of Private Recreational Areas

宋秉明(Bin-Min Sung) ； 韓雪芳(Shel-Phan Han) ； 陳秋伶(Chiu-Lin Chen)

《觀光研究學報》 1卷2期 (1995/07) Pp. 59-73

https://doi.org/10.6267/JTLS.1995.1(2)6

摘要

近年來隨著國民遊憩需求日增，國內民營遊樂區成長快速，使得其在國民旅遊上佔有重要地位，但大致上遊客並不能在民營遊樂區中獲得的遊憩品質及體驗，本研究即是從票價的角度來瞭解遊客對民營遊樂區提供的遊憩品質的滿意程度。不但祈能有助於遊客對旅遊目的地的之選擇，亦祈能協助業者瞭解遊客在消費方式及特性上之態度。以利其經營及行銷之參考。
本研究發現，大致上受訪者的個人屬性與其對票價的適宜度無關，至於在外在因素方面，遊客普遍覺得民營遊樂區仍有許多待改善的地方，亦嫌票價太貴，然又都願意來日重遊，顯見國內遊憩供給面之不足。本文最後建議三點提供業者參考：(1)主題需明顯，多元化經營；(2)票價需合理，品質要提昇；(3)需注重整體規劃，行銷策略宜正確。

關鍵字

民營遊樂區票價 ； 遊客態度

並列摘要

The objectives of this study were to understand the current enterance fee of private recreational areas in Taiwan, the factors of affecting users' judgement toward entrance fee, and the attitudes of users' toward the reasonableness of entrance fee. The result is expected to help owners more understanding the attutide and the degree of satisfaction of consumers, and to provide information for consumers helping them to make adequate next choice. This study finds that, generally, there is no relation between users characteristics and their attitudes toward entrance fee. The majority of users feel the entrance fee too high, however, they still would like to come again. It is obvious that the situation of lacking in recreation supply is serious. Three recommendations to owners: (1) build a clear theme and unique style; (2) adjust a reasonable price, or improve recreation quality; (3) strengthen comprehensive planning and marketing strategy.

並列關鍵字

User attitude ； entrance fee ； private recreational area