生態旅遊服務品質、知覺價值、滿意度與遊後行爲意圖之研究－以東埔地區爲例

A Study on Services Quality, Perceived Value, Satisfaction and Post-Visitation Behavior Intentions for Eco-tourism-A Case of Tonpo Area

邦卡兒•海放南(Bagkall Haivangang) ； 趙家民(Chia-Min Chao) ； 鍾宜璋(Yi-Chang Chung) ； 黃亮穎(Liang-Ying Huang)

《運動與遊憩研究》 5卷4期 (2011/06) Pp. 34-49

https://doi.org/10.29423/JSRR.201106_5(4).0003

摘要

旅遊業是以環境爲依託的行業，任何人爲的活動對於環境都會造成一定的衝擊，其對環境的破壞力仍不可忽略，均不宜過度開發。鼓勵大眾從事生態旅遊活動是全球的趨勢，生態旅遊是一種兼具遊憩與環境教育的活動，生態旅遊的概念強調環境資源、當地社區與遊客之間的互動，所以生態旅遊觀念的植入，成爲發展觀光的重要課題。本研究以是東埔地區爲例，該區爲生態旅遊的資源基礎不僅包括自然生態環境，而且包括社會文化資源，具有開發生態旅遊得天獨厚的條件。本研究目的主要探討東埔地區生態旅遊品質、知覺價值、滿意度與行爲意向之關係。採問卷調查方式，以便利抽樣法，對到訪東埔地區的遊客進行資料蒐集，共回收218份有效問卷，並對於所收集資料作結構方程式分析。本研究結果顯示生態旅遊品質會正向影響知覺價值及遊客滿意度，以及遊客滿意度會正向影響遊後行爲，知覺價值會正向影響滿意度。

關鍵字

生態旅遊 ； 知覺價值 ； 結構方程式

並列摘要

Tourism and the environment are inextricably linked. Any human activity will impact on the environment, Tourism destructive for the environment can not be ignored, are not overexploited. This is a global trend to encourage people to engage in eco-tourism activities. Ecotourism is an activity both recreation and environmental education. The concept of eco-tourism emphasizes environmental resources, community and tourists interaction among. Therefore, the concept of promoting eco-tourism has become an important issue in tourism development. In this study, examples of Tonpo area, eco-tourism resource base in this area, not only includes the natural environment, but also have social and cultural resources. This area has favorable conditions for developing eco-tourism. The main purpose of this study is to investigate eco-tourist's service quality, satisfaction, perceived value and behavior intention of tourism. A structured questionnaire was designed to collect the data form the visitors who have visited the Tonpo area. By means of convenience sampling, a total number of 218 valid samples were obtained. Results indicated a positive impact on the quality of eco-tourism and tourist satisfaction, perceived value and positive impact on tourist satisfaction after travel behavior, perceived value, a positive impact on satisfaction.

並列關鍵字

eco-tourism ； perceived value ； SEM

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