墾丁國家公園遊客旅遊行前參與決策之研究

本研究主要目的在探討墾丁國家公園遊客之旅遊行前參與決策，以墾丁國家公園遊客為研究對象，以方便取樣之方式，發出問卷500份問卷，回收443份，和除回答不完整或回答一致性之問卷51份，有效問卷為392份，有效回收率為78.400%。資料處理工具採描述統計、項目分析、因素分析、信度分析、t考驗及單因子變異數分析等統計方法進行分析資料。經過資料收集與分析後得到以下之結果：(一)人口背景變項，在以男性遊客居多(56.378%)；年齡以20歲以下居多(45.153%)；教育程度以高中／職最多(43.622%)，職業以學生者居多數(64.031%)；以未婚者為主(75.510%)；在平均每月收入部分，以20,000元以下最多(61.480%)。（二）旅遊行前參與決策經因素分析後得到可行性與滿意度評估階段、個人適宜評估階段、知覺機會評估階段與相對價值評估階段等四個構面。（三）不同年齡、婚姻狀況、教育程度、職業與每月平均收入之遊客在旅遊行前參與決策因素皆達顯著差異；而不同性別之遊客在旅進行前參與決策因素則未達顯著差異。

關鍵字

國家公園；遊客；旅遊行前決策

並列摘要

The purpose of this study was to investigate travellers' pre-departure decision factors to Kenting National Park. The subjects of the study were retrieved from Kenting National Park's travellers. Total 500 questionnaires were administered, and 392 effective questionnaires were collected. The responded rate reported 78.400% and the effective rate 78.400% respectively. Data was analyzed by description statistics, factor analysis, reliability analysis, t-test and One-Way analysis of variance. The results showed that (a) the majority groups within this study were male travellers, which was 56.378%; the age of 20 consisted 45.153%; the high school education level consisted 43.622%; students consisted 64.031%, 61.480% revealed salary under NTD20,000, and finally unmarried respondents contributed 75.510% as well. (b) Kenting National Park traveller's pre-departure decision factors were classified into four categories, which were assessment of personal suitability and satisfaction state, assessment of personal suitability state, assessment of awareness of opportunity, assessment of relative value stag. (c) there was significant difference reported among travel pre-departure decision and age, marital status, educational degree, occupation, and average month income. There was no significant difference reported among travel pre-departure decision and gender.