本研究主要針對大鵬灣國家風景區海洋活動之顧客關係管理進行調查,探 討顧客對於海洋活動及園區遊憩設施之滿意度,並分析顧客旅遊特性及顧客重遊 意願。本研究之抽樣時間2007 年1 月1 日至2007 年3 月1 日,以立意抽樣的方 式發放問卷,因考慮親水運動的特性,故選在陽光充足之上午9 點至下午5 點, 問卷內容以李克特五點量表來針對「服務價值與顧客關係」、「顧客基本特性」、「顧 客旅遊特性與重遊意願」、「海洋遊憩運動設施之整體滿意度」等四部分進行結果 分析與檢定。 本研究針對整體服務價值滿意度調查結果顯示: 一、整體服務價值滿意度依其問卷顯示平均數為3.64,代表顧客對於現況 之評價算是滿意,整體評價為正面。 二、顧客忠誠度與重遊意願中發現兩者之間都呈現顯著正相關。 三、海洋活動之軟硬體設施方面,遊湖艇為大鵬灣一大特色,是最受歡迎 活動項目,其平均值為4.22。 四、在本研究分析中顯示,顧客喜好程度最低的項目為三項全能2.42、沙 灘排球3.07。 五、在重遊意願分析中發現,離島及北部對於位在南部的大鵬灣屬於路程 較遠之觀光景點,重遊意願明顯的高於其它的地區。 本研究結果將可供大鵬灣之相關單位作為未來風景區營運之參考。
This study aims at the survey of customers’ relationship management, who participated in the marine activities of Da Peng Bay, to discuss customers’ satisfaction with the marine activities and on-compound facilities while analyzing customers’ traveling characteristics and their will of revisiting. The time period of sampling is from January 1st to March 1st, 2007, which is based on sampling questionnaire method to dispatch questionnaires. Out of features of water sports, the sample was conducted in the sunny morning, from 9 a.m. to 5 p.m. The content of the questionnaires, based on Liker’s five-point scale, aims at four Parts ──Service Value and Customers’ Relationship, Customers’ Basic Characteristics, Customers’ Traveling Characteristics and Their Revisiting Will, The Entire Satisfaction of Marine Activities Facilities. The results of the survey is as the follow: 一、 The entire satisfaction of service value averaged 3.64 based on the scale. That means customers are satisfied with the present situation, so the entire evaluation is positive. 二、 The level of loyalty of customers and their revisiting will significantly positive correlation to each other. 三、 The software of marine action---- tourist cruisers are the main feature of Da Peng Bay, which is the most popular activity, averaged 4.22. 四、 The analysis shows that the least popular activities are Triathlon, averaged 2.42 and beach volleyball, 3.07. 五、 In the analysis of the will of revisiting, the visitors from the north and offshore isles, see Da Peng Bay as a remote tourist resort, so they are more willing to come back to this place much better than other resorts. The results of the study could be the reference information for the related authorities of Da Peng Bay for their future business operation and be reference basis of competition strategy of outer environment.
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