遊客對環境品質滿意度與重遊意願關係之研究—以恆春半島為例

A Study on the Relationship of Environmental Quality Satisfaction of Tourists and their Revisit Willingness– A Case Study of Hengchun Peninsula

龔朝琴(Chao-Chin Kung)

指導教授 ： 黃益助

國立屏東科技大學/工學院/環境工程與科學系所/碩士(2010年)

https://doi.org/10.6346/NPUST.2010.00114

摘要

恆春半島向來是國人觀光旅遊的熱門景點之一，為了探討遊客對恆春半島環境品質滿意度與重遊意願間之關係，本研究採問卷調查法，以到恆春半島各熱門景點之遊客為問卷抽樣調查之對象。回收之有效問卷計387份，資料回收後以t檢定、單因子變異數、Pearson相關、迴歸等統計方法分析。研究結果顯示，遊客到恆春半島旅遊其滿意度較高者依次為自然生態環境及食宿服務品質，滿意度最低者分別為花費及景觀管理。不同背景和旅遊特性的遊客對社會環境品質滿意度，年齡、教育程度、職業、居住地區、旅遊次數、交通工具、住宿地點、消費金額有顯著性差異；對自然環境品質滿意度，性別、年齡、教育程度、職業、居住地區、旅遊次數、交通工具、旅遊同伴、停留時間、消費金額有顯著性差異；對整體環境品質滿意度，性別、職業、收入、旅遊次數、交通工具、住宿地點、消費金額有顯著性差異；對重遊意願，性別、職業、收入、居住地區、旅遊次數、旅遊同伴、住宿地點、消費金額有顯著性差異。
遊客社會環境品質滿意度對自然環境品質滿意度、整體環境品質滿意度、重遊意願三個構面均具有高度正相關；自然環境品質滿意度對整體環境品質滿意度、重遊意願二個構面具有高度正相關；整體環境品質滿意度與重遊意願間，亦具有高度正相關。社會環境品質滿意度對自然環境品質滿意度之影響達顯著效果；社會環境品質滿意度和自然環境品質滿意度，對整體環境品質滿意度之影響效果顯著；社會環境品質滿意度、自然環境品質滿意度和整體環境品質滿意度，對重遊意願之影響效果亦顯著。本研究結果可提供恆春半島從事觀光旅遊業者和政府相關單位，做為環境品質改善策略研擬之參考。

關鍵字

環境品質 ； 滿意度 ； 重遊意願 ； 問卷調查 ； 相關性

並列摘要

Hengchun Peninsula is one of the most popular scenic spots in Taiwan. In order to understand the correlation between environmental quality satisfaction and tourists’ willingness to revisit, questionnaires were designed and used for visitors who travelled to the hot spots by carrying out random survey sampling. A total of 387 valid questionnaires were received and the collected data were analyzed by independent-samples t-Test (t-Test), one way analysis of variance (ANOVA), Pearson and multiple regression statistic methods. The results showed that the highest satisfaction item for tourists was derived from the natural ecological environment and quality of accommodation services , and the lowest, from the travel cost and landscape management. However, there is a significant variance in age, education level, profession, residence, traveling times, transportation, location of accommodation and consumption for tourists’ social environmental quality satisfaction in relation to their backgrounds and travelling characteristics. And there is a significant variance in gender, age, education level, profession, residence, traveling times, transportation, travelling accompaniment, retention period and consumption were identified for tourists’ natural environmental quality satisfaction. There is a significant variance in gender, profession, income, traveling times, transportation, location of accommodation and consumption for tourists’ entire environmental quality satisfaction. And a significant variance in gender, profession, income, residence, traveling times, travelling accompaniment, location of accommodation and consumption were found for tourists’ willingness to revisit.
A significant positive correlation in social environmental quality satisfaction is in relation to natural environmental quality satisfaction, entire environmental quality satisfaction and willingness to revisit. Natural environmental quality satisfaction has a significant positive correlation with entire environmental quality satisfaction and willingness to revisit and also a significant positive correlation with entire environmental quality satisfaction and willingness to revisit. There is a significant effect in social environmental quality satisfaction in relation to natural environmental quality satisfaction. Social environmental quality satisfaction and natural environmental quality satisfaction has a significant effect to entire environmental quality satisfaction. Social environmental quality satisfaction, natural environmental quality satisfaction and entire environmental quality satisfaction has a significant effect to willingness to revisit. The results of this study could offer reference to the tourism industry or authority at Hengchun Peninsula for strategies planning to improve the environmental quality.

並列關鍵字

Environmental Qualit ； Satisfaction ； Revisit Willingness ； Questionnaire ； Correlation

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