遊客遊憩體驗、旅遊知覺價值與搭乘滿意度對再乘意願之研究－以澎湖某客輪為例

A study of Visitor recreation experience, Tourism perceived value and ride satisfaction to Re-take Intention－Take a passenger ship in Penghu as an example

洪郁欣(Yu-Xin Hong)

指導教授 ： 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2017年)

摘要

客輪與澎湖是相互依存的旅遊工具，而提升國內客輪搭乘率。為此，本研究旨在探討搭乘客輪去澎湖旅遊的遊客「遊客遊憩體驗」、「旅遊知覺價值」與「搭乘滿意度」對「再乘意願」的影響。
　　本研究以搭乘客輪來澎湖旅遊至馬公港口的遊客為研究範圍及研究對象，共發出500份問卷，剔除無效問卷後426共計份，回收率達93%。研究結果顯示，性別男生較多、已婚最多、年齡以26~30歲最多、高中職以下最多、服務業為多、以南部為最多、月收入以30001~40000元最多。遊客對於遊客遊憩體驗、旅遊知覺價值、搭乘滿意度、再乘意願整體呈現為中高度；迴歸分析顯示，遊客遊憩體驗、旅遊知覺價值、搭乘滿意度對再乘意願有顯著正向的影響，其中搭乘滿意度的影響力最高。由多變量變異數分析結果顯示，受訪遊客之基本特性在遊客遊憩體驗、旅遊知覺價值、搭乘滿意度、再乘意願遊客皆有部分顯著差異。
　　本研究建議可以提升客輪販賣部、餐廳、娛樂設施相關收入，藉此再提升客輪的設備及收入。增加國內離島客輪旅遊，讓遊客擁有環島般的感受，並提高其他離島的觀光效應。增加客輪內活動，來吸引不同的遊客與再搭乘意願。

關鍵字

搭乘滿意度 ； 旅遊知覺價值 ； 遊客遊憩體驗 ； 再乘意願

並列摘要

Passenger ships and Penghu are interdependent travel tools, while boosting domestic passenger fleet rates. To this end, the purpose of this study is to explore the impact of tourists' " Visitor recreation experience ", " Tourism perceived value " and " Ride satisfaction " on the " Re-take Intention " of passengers traveling to Penghu.
　　In this study, 500 questionnaires were sent to visitors from Penghu Tourism to Maong Port, and the recovery rate was 93%. The results show that the majority of sex boys, married the most, the age of 26 to 30 years old, the highest number of high school, the service industry for the most to the south for the most monthly income of 30001 ~ 4000 yuan up. The return analysis shows that the tourists 'recreation experience, the perceived value of tourism and the satisfaction degree have a significant positive effect on the multiplication intention, among which the tourists' recreational value, travel satisfaction value and ride satisfaction satisfaction are taken as the middle height. Take the highest degree of satisfaction with satisfaction. The results of the multivariate variance analysis show that the basic characteristics of the visitors are in the tourist recreation experience, the perceived value of tourism, the satisfaction of the ride, and the willingness to take the tourists.
　　This study proposes to enhance the passenger and beverage sector, restaurants, entertainment facilities related income, to further enhance the passenger equipment and income. Increase the domestic island off passenger cruise, so that visitors have a roundabout-like experience, and improve the other island's sightseeing effect. Increase passenger activity, to attract different tourists and then wish to ride.

並列關鍵字

Ride satisfaction ； Tourism perceived value ； Visitor recreation experience ； Re-take Intention

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