臺灣露營者遊憩體驗、遊憩滿意度及重遊意願之研究

Research of Taiwan campers' recreation experience, satisfaction and revisit intension

李俞慧(Yu-Huei Lee)

指導教授 ： 吳武忠

共同指導教授 ： 黃靖淑(Ching-Hsu Huang)

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2015年)

摘要

隨著旅遊人口日益增加，人們對於住宿選擇由旅館、民宿、休閒農場逐漸延伸至露營(或野營)，露營者喜歡親近大自然、促進親子互動、遠離塵囂、寵物隨行、明顯市場區隔、較少花費、彈性計畫且有異於其他休閒方式，近年來除了露營人口增加，赴海外露營如北海道、歐美等亦有成長，露營活動自歐美國家發展至今約百年，世界露營總會(F.I.C.C.)建立國際露營場地標準，現代露營活動源自美國1861年接著如YMCA露營及德國侯鳥體驗營(Wandervogel)，臺灣露營人口始自童軍野外求生，不過近年逐漸演變成車隊活動、家庭休閒、風尚露營。露營者指出把大自然當成家一般，還有強調露營品質或是提出如Leave with no trace的口號，露營者的裝備越來越多樣化，露營者基本裝備從帳棚、露營拖車至自走式露營車，露營型態十分多樣，露營者的需求亦趨複雜，有些管理者甚至於表示經營越趨不易。也有一些標榜五星級的露營區提供乾淨或單獨設施、獨立視野景觀或建置管理規則，近年來亦有少部分民宿逐漸轉型兼營露營區。

本研究目的在於瞭解露營者之遊憩體驗、遊憩滿意度對重遊意願的影響。本研究以問卷調查為主要之資料蒐集工具，於2014年9月7日至12月14日周休假日之第二天上午八點至十一點，針對臺灣北、中、南各山區營地，實際參與隔宿露營體驗活動後的露營者為主要研究對象，採分層隨機抽樣，一共發出725份問卷，回收609份問卷，實際有效問卷回收533份，有效問卷回收率為88%，經研究結果得知以下發現：

一、南、中、北部露營場地在部分構面上達到顯著差異，中部露營場地對各主要研究變數之影響，顯示在34題「本露營區營位間隔過於擁擠」、49題「未來本露營區費用價格上漲，我仍會選擇此露營區」達到顯著差異；北部露營場地對各主要研究變數之影響，顯示在16題「本露營區沿途交通引導動線相當完善」、49題「未來本露營區費用價格上漲，我仍會選擇此露營區」達到顯著差異。
二、不同性別、年齡、家庭平均月收入、職業在遊憩體驗、遊憩滿意度及重遊意願等變數之表現上，均未有顯著差異。
三、不同居住地在各變數之變異數分析，顯示在「遊憩體驗」及「遊憩滿意度」部份構面達到顯著差異，惟因東部、國外或其他的觀察值少於兩個，所以無法執行Post hoc檢定。
四、遊憩體驗、遊憩滿意度與重遊意願之間有關係且為正向相關。

基於上述研究發現，露營者因營地的遊憩體驗而產生相異遊憩滿意度，進而提升其重遊意願，並提出幾點建議，以露營場地經營者及後續研究者相關研究之參考。

關鍵字

露營場地 ； 露營者 ； 遊憩體驗 ； 遊憩滿意度 ； 重遊意願

並列摘要

With the increasing number of tourists, people have gradually started to engage in camping and bivouacking in addition to staying at hotels, B &Bs, and leisure farms.Campers like to be close to nature, have more interactions with their children, get away from cities, and take pets with them on trips.Camping is a unique market segment that costs less, is more flexible, and is different from other leisure activities. In recent years, the number of people camping has increased, and the numbers of people going abroad to camp in places like Hokkaido, Europe and America have also increased.Camping has developed for about a hundred years in European and American countries. The Fédération Internationale de Camping, Caravanning et Autocaravaning (F.I.C.C.) set international standardsfor camping. Modern camping activities originated in the United States in 1861, and soon after YMCA camping activities and Wandervogel appeared.Camping activities in Taiwan originated from Boy scouts' wilderness survival activities. However, in recent years camping has gradually become a fashionable activity with motorcades and families taking part. Campers claim to make nature their home and emphasize the quality of camping or propose slogans, such as "Leave with no trace".The equipment of campers has become much more diverse. Campers' basic equipment range from tents, camping trailers to motorhomes. Thereare many types of camping, and campers' needs have become much more complex. Some managers have even claimed that running a camping business has become more difficult. There are some campsites advertising that they are five-star campsites providing clean or independent campsites, unique views, or establishing management rules.Some B&Bs also run campsites as part of their business in recent years.

The chief purpose of this study is to understand the effect of campers' experience and satisfaction on their willingness to revisit the same campsite. This study used questionnaires as the main means to collect data. The main subjects of this study were campers who participated in overnight camping activities in campsites located in the mountains in northern, central and southern Taiwan. The study used stratified random sampling and was conducted on the second day of weekends from 8 to 11 A.M. from September 7th to December 14th, 2014. The total number of questionnaires distributed was 725. 609 questionnaires were returned, and out of these 533 were relevant for a recovery rate was 88%. After analyzing the data collected, the results showed that:

I. The campsites in southern, central, and northern Taiwan had significant differences in certain dimensions.The effects of the campsites in central Taiwan on all major variables appeared in question 34: The spaces between camps are overcrowded, and question 49: If the fee of the campsite increases in the future, I would still choose this campsite, reaching significant differences.The effects of the campsites in northern Taiwan on all major variables appeared in question 16: The signs of the direction to this campsite along the roads are clear and thorough, and question 49: If the fee of the campsite increases in the future, I would still choose this campsite, reaching significant differences.
II. Different genders, ages, average family monthly income, and occupations did not show significant differences on the performances of the variables of experience, satisfaction, and willingness to revisit the campsite.
III. The analysis of variance of each variable on different residences reached significant differences on the factors of experience and satisfaction. However, the observation value of the campsites in eastern Taiwan, abroad, and others was less than two, and thus Post hoc could not be conducted.
IV. The experience, satisfaction, and willingness to revisit were positively related.
Base on the findings of the study, the different outcomes of satisfaction were generated because of campers' experience on the campsites, which would increase campers' willingness to revisit it. This paper also proposes several suggestions as references for owners of campsites and future researchers.

並列關鍵字

campground ； campsite ； campers ； recreation experience ； satisfaction ； revisit intension

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