近年來雖逢經濟不景氣,但國人仍非常注重生活品質,渡假旅遊風氣非常盛行,同時隨著戶外旅遊頻度的增加與整體教育水準的提升,遊憩參與者逐漸對遊憩體驗品質與遊憩需求均有更高的期望水準,另根據調查顯示近半數遊客對同一景點,有重遊意願或重遊行為發生,因此本研究主要在探討「原住民族文化園區之服務品質、知覺價值、遊客滿意度及遊後行為意圖各變數的關係」。本研究採用問卷調查法,一共發出400份問卷,回收有效問卷277份。研究對象為台灣原住民族文化園區之遊客。問卷回收後,以SPSS統計軟體分析,資料分析方法為敘述性統計分析、因素與信度分析、pearson積差相關、迴歸分析、中介變數分析。研究結果發現:1.園區的服務品質對遊客的知覺價值有正向的影響。2.園區的服務品質對遊客滿意度與遊後行為意圖有正向的影響。3.遊客的知覺價值對其滿意度與遊後行為意圖有正向的影響。4.遊客的滿意度對其遊後行為意圖有正向的影響。5.遊客滿意度對服務品質與遊後行為意圖間的關係有部分中介效果。8.遊客的滿意度對知覺價值與遊後行為意圖的關係有部分中介效果。
Although the economy is depressing recent years, the citizens still think highly of life quality, and the traveling circumstances is quite popular. In the meantime, because of the increase of outdoor recreation frequency and the promotion of education level, recreation participators gradually hold higher expectation to recreation experience quality and recreation need. Also, according to the investigation, almost half tourists are willing to travel or have traveled at the same scenic spot they have been to. Therefore, the research mainly explored the relationships among the four variables: service quality, consciousness value, tourist satisfaction, and tourist behavior intention after traveling. This study adopted questionnaire investigation. 400 questionnaires were issued and 277 effective ones were returned. The research subjects were tourists of the indigenous people culture parks in Taiwan. After the questionnaires were returned, they were analyzed with SPSS statistical software. The data analysis methods include narration statistical analysis, factor and reliability analysis, Pearson product-moment correlation, regression analysis, and intermediary variable analysis. The research outcome found that: 1. The service quality of the culture park has positive influence on consciousness value of the tourists. 2. The service quality of the culture park has positive influence on tourist satisfaction and tourist behavior intention after traveling. 3. The consciousness value of the tourists has positive influence on tourist satisfaction and tourist behavior intention after traveling. 4. Tourist satisfaction has positive influence on the tourist behavior intention after traveling. 5. Tourist satisfaction has intermediary effect on the service quality and tourist behavior intention after traveling. 6. Tourist satisfaction has intermediary effect on the consciousness value and tourist behavior intention after traveling.