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遊客參與濱海休閒活動之動機研究－以雲嘉南濱海地區為例
The Motivation of Tourists to Participate Seaside Leisure Activity-A Case Study of Southwest Coast National Scenic Area
摘要
本研究主要目的在於探討遊客參與濱海休閒活動之動機為何，並以雲嘉南濱海地區活動為例，其目的是了解雲嘉南濱海地區休閒活動遊客參與之動機，透過立意抽樣進行問卷調查。本研究共發出問卷373份，共回收有效問卷為346份佔92%，無效問卷為27份佔8%。本研究中採SPSS12.0統計軟體進行描述性分析、因素分析、重要性分析、獨立樣本T檢定、單因子變異數分析。從遊客背景資料發現來雲嘉南濱海地區之遊客多為男性、大專學歷、月收入三萬元以下低所得為主，以及南部地區遊客為主。經統計分析後發現：遊客居住地點不同，其參與濱海休閒活動之動機達顯著性差異，其餘皆沒有顯著性差異。研究結果建議雲嘉南濱海風景區之活動，應加強活動的宣傳，吸引外地遊客參與，需發揮創意與巧思，吸引不同族群的參與並增加聘僱生態解說人員，作為相關單位將來規劃之參考依據，以達永續經營之目標。
並列摘要
The main research purpose is to find out the motivation of tourists participating seaside leisure activity. We take Southwest Coast National Scenic Area as a case study. The analysis method is through Judgement Sampling by questionnaire. A total of 373 questionnaires were administered, and 27 (8%) invalid questionnaires, leaving a total of 259 (92%) valid questionnaires. This research was collected and analyzed by SPSS12.0 statistical software. The data was analyzed in descriptive statistics, factor analysis, importance analysis, t-test, and one-way ANOVA. From the background of the tourists, mainly descriptive findings were as follows: Tourists who visit Southwest Coast National Scenic Area are mostly male, university background, comes from Southern Taiwan and the salary of them is under NT$30000. Statistic results indicated that the difference of habitation is significant differences with the motivation of participating seaside leisure activity, no difference from others. The final suggestion is the event of Southwest Coast National Scenic Area should reinforce the marketing first, then attract participation of non-domestic tourists. The related organization ought to be more creative to attract tourists from different group, also need to add tour guider for ecology introduction. For the fundamental of future plan, meet the goal of business continuity.