都市河岸遊客動機、觀光意象與滿意度之研究

Tourists' Motivation, Image and Satisfaction in Urban Waterfront

江昱仁(Yu-Jen Chiang) ； 方捷(Chieh Fang) ； 蔡進士(Chin-Shih Tsai) ； 張文娟(Wen-Chuan Chang)

《運動與遊憩研究》 3卷2期 (2008/12) Pp. 52-78

https://doi.org/10.29423/JSRR.200812_3(2).0004

摘要

高雄愛河是高雄市著名的景點之一，近年來因高雄市府愛河景觀親水工程在高雄橋至中正橋段的實施，使愛河河岸呈現不一樣的風貌。鑑於愛河觀光遊憩發展對於高雄市城市觀光遊憩的重要性，本研究認爲瞭解目前遊客對愛河河岸環境及服務提供的看法與感受有其必要性。因此，本研究之主旨在瞭解愛河遊客之觀光意象、對河岸軟硬體品質滿意程度，並探討其間之關係。同時亦利用重要-表現程度分析法結合SWOT模式分析，以瞭解愛河河岸遊憩軟硬體品質之改善順序。本研究之研究範圍爲高雄市愛河之中正橋至高雄橋段。採問卷調查法，運用敘述性統計、因素分析、集群分析、變異數分析、相關分析、多元迴歸分析及重要-表現分析法進行資料分析，共回收397份有效問卷。研究結果顯示：1.遊客以高雄市民及南部地區者最多，再遊意願很高。2.遊客到愛河之動機最高是爲了欣賞風景。利用因素分析縮減動機項目後得到身心放鬆、探索學習、便利、社交及高知名度五個動機因素。不同遊客之社經及旅遊特性，對動機因素有顯著差異。動機因素對愛河觀光意象因素及滿意度皆有顯著相關。3.遊客對愛河觀光意象最深刻爲迷人的夜景，利用因素分析得到感性人文風情、遊憩功能服務、餐飲使用氣氛及地點交通便利四個意象因素。不同遊客之社經及旅遊特性對觀光意象因素有顯著差異。而觀光意象因素對總滿意度有顯著影響。4.利用意象因素分數進行集群分析得到抵達方便型、實質功能追求型、整體特色體驗型及風情感受便利型四個遊客集群。此四集群對滿意度皆有顯著差異。5.透過重要－表現程度分析法得知，公共廁所、停車位、指示解說牌、安全救難系統、自然生態等是急需改善的項目，主管單位需要特別注意。

關鍵字

河岸空間 ； 觀光意象 ； 滿意度

並列摘要

Love River is one of the famous tourism hotspots in Kaohsiung city. Thus, it is necessary to understand the waterfront facility and service quality. Thus, the main purposes of this research is to understand the tourists' motivation, tourism image, satisfaction of facility /service quality, also, their relations are also discussed. In addition, based on the results of importance-performance analysis linked with SWOT mode, suggestions of improving priorities of the facility /service quality are provided. The range of research is from Kaohsiung bridge to Chung-Cheng bridge of Love River. The results are as followings: 1. Most tourists are from southern Taiwan and Kaohsiung city. Moreover, they show high-willing for revisiting. 2. Scenery appreciation is the first position in the motivation descriptive analysis. Five motivation factors including relaxation, exploration, convenience, social interaction, and popularity were generated through factor analysis. It is found that different tourist's socioeconomic and activity characteristics show significant differences to the five motivation factors. Also, the motivation factors have significant correlation with tourism- image factors and satisfaction dimensions. 3. Most impressed tourism image is the charming nightscape. Four tourism image factors including sensational-humanity feeling, recreational-function service, dinning atmosphere, and traffic convenience were generated. Different tourist's socioeconomic and activity characteristics show significant differences to the four tourism image factors. Tourism image factors show significant influence to the integrated satisfaction. 4. Four image clusters are obtained through cluster analysis. They are named as convenient arrival, functional pursuit, integrated characteristic experience, convenient sensation. These four clusters show significant differences to the satisfaction dimensions. 5.Toilet sanitary, parking spaces, traffic signs/interpretation service, emergency rescue system, and ecosystem are the priorities to be improved.

並列關鍵字

riverfront ； tourism image ； satisfaction

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