后里馬場之遊客遊憩動機與滿意度研究

A Study on the Customer Motive of the Recreation, Satisfaction, and Revisiting Willingness at the Hou-Li-Ma-Chang

呂崇銘(Chung-Ming Lu) ； 呂適仲(Shih-Chung Lu)

《運動與遊憩研究》 4卷4期 (2010/06) Pp. 153-169

https://doi.org/10.29423/JSRR.201006_4(4).0009

摘要

本研究以后里馬場爲研究範圍，旨於探討遊客遊憩動機、期望與滿意度之關係，並進一步分析后里馬場急需改善之處及影響遊客重遊意願與滿意度之因子。本研究採便利抽樣進行資料蒐集分析，共得475份有效問卷。研究結果如下：一、遊客以女性、年齡以31-50歲，教育程度以高中職，職業以工商業，平均收入以3萬元以下者，居住地點以中部地區居多數。二、遊憩動機爲「增加親人和朋友相處的機會」、「至戶外走走」、「享受自然環境」等三項平均數最高；滿意度則爲「增進親人朋友間的交流」、「健身、散步的效果」和「紓解壓力」爲最高。三、透過遊憩動機、期望與滿意度的相關性分析，顯示呈正向之相關。即動機愈強烈，則滿意度愈高，則重遊意願也愈高。四、遊憩期望與滿意度之間關係，則是期望大於滿意，發現兩者之間是有差距的，顯示遊客之滿意度未達預期。

關鍵字

后里馬場 ； 遊憩動機 ； 遊憩滿意度 ； 重遊意願

並列摘要

In recent years, the national income increases make people's life type attitude change gradually with economic growth. This research regards selects Houli Horse area as study area. The purpose of this research is to investigate the relationship among visitors' travel motivation, satisfaction and willingness to revisit of Houli Horse area visitors, and to analyze the attributes of Houli service facilities for future improvement and the factors to visitors' willingness to revisit. A structured questionnaire was designed to collect the empirical data from the visitors. By means of convenience sampling, a total number of 475 valid samples were obtained. The results are as follows: (1) Most respondents are women, 31-50 years old, high school student, 30,000 income per month, live in the adjacent area. (2) Among travel motivation items, 'getting more opportunities with families and friends', going outside', and 'enjoying the natural landscape' are the three highest. On the other hand, 'increasing relationship with families and friends', exercising and taking a walk', and 'relaxing' are the three highest satisfaction. (3) It revealed upright direction between motivation and satisfaction, expectation and satisfaction, satisfaction and willing to revisit by Pearson correlation analysis. The travel motivation was higher, the satisfaction and the willingness revisit were also higher. (4) Comparison between expectation and satisfaction, expectation was greater than sat is faction.

並列關鍵字

Hou-Li-Ma-Chang ； recreational motive ； recreational satisfaction ； revisiting willingness

參考文獻

后里鄉全球資訊網（2009）。http://www.howli.gov.tw/index.asp

Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A Conceptual Model of Service Quality and Its Implication for Future Research.Journal of Marketing.49(spring),33-46.

Swarbrook, J.、Homer, S.、俞慧君譯、張鷗譯、漆小艷譯(1999)。旅遊消費者行爲。北京:電子工業出版社。

呂適仲、呂崇銘、許志宏、黃佩柔(2009)。休閒農場遊憩滿意度時空變化與導入民俗技藝活動之研究─以飛牛牧場爲例。休閒事業研究。7(4)，84-101。

廖明豐(2003)。東豐自行車綠廊之遊憩吸引力、服務品質與遊客滿意度及忠誠度之研究(碩士論文)。南華大學旅遊事業管理研究所。