社會心理承載量之研究－以國立海洋生物博物館為例

Research of Social and the Psychological Carrying Capacity-A study of National Museum of Marine Biology and Aquarium

蔡忠宏(Chung-Hung Tsai) ； 林姵彣(Pei-Wen Lin)

《臺灣觀光學報》 10期 (2015/09) Pp. 89-109

摘要

近年來，隨著環境的變遷，全球環境保護意識抬頭，臺灣為了追求「觀光」以及「保育」兩者間之平衡，開始推動生態教育旅遊概念，位於屏東縣車城鄉的國立海洋生物博物館於2000年成立，除了成為屏東生態旅遊的熱門觀光景點，旅遊人次更從開館不到10萬人增加至2013年130萬人，旅遊旺季經常會因為遊客太多而導致旅遊品質下滑，甚至部分熱門設施,也因人潮過度擁擠而無法觀賞，造成客訴事件增加的窘境。因此，本研究將針對國立海洋生物博物館裡包括臺灣水域館、珊瑚王國館、世界水域館等展示區進行遊客社會心理承載之探索，並且針對海生館之各項服務的擁擠知覺、滿意度、遊客不當行為等進行問卷調查，以分析出遊客對海生館之社會心理承載,並提出可行之管理措施與建言以給予經營者參考。本研究於2014年5月5日及6月2日到海生館僅行發放問卷,共計發出318份問卷，回收312份問卷，有效回收率達98.11%。研究結果顯示：（一）遊客的擁擠知覺認知對滿意度呈現出正相關。（二）遊客不當行為對遊客的擁擠知覺認知程度的相關性較遊客對滿意度來的低,但大部分仍然呈現出正相關。（三）遊客的擁擠知覺認知對重遊意願有顯著正向影響。

關鍵字

社會心理承載量、擁擠知覺、滿意度、遊客不當行為

並列摘要

Environmental changes lead to the rising awareness of environment protection. To balance tourism and natural conservation, Taiwan begins to promote ecology tour. National Museum of Marine Biology and Aquarium in Checheng, Pingtung was established in 2000, and the number of tourists growing from 0.1 million in the beginning to 1.3 million in 2013. Currently it is a significant ecological landmark in Pingtung. However, the growing number of visitors causes the decline of quality. Furthermore, customer complaint increases since several facilities are too popular to be utilized by all people. A survey is conducted to investigate the crowding perception, satisfaction, and inappropriate visitor behavior in National Museum of Marine Biology and Aquarium, including exhibition areas of Water of Taiwan, Coral Kingdom Pavilion and Waters of the world. These numbers are utilized to analyze the social and the psychological carrying capacity, and to propose feasible management strategies as well as advice for managers. A Questionnaire issues in National Museum of Marine Biology and Aquarium on May 5, 2014 and June 2, 2014. The total number of questionnaire issued is 318, results in 312 valid samples, and the collected rate is 98.11%. The collected data was analyzed by SPSS 2.0. The analyzed results includes: (1) Visitors shows the positive correlation between crowding perception and satisfaction. (2) The correlation between inappropriate visitor behavior and crowding perception is less than the correlation between crowding perception and satisfaction, but most of it still shows the positive correlation. (3) Crowding perception presents positive influence on revisiting.

並列關鍵字

Social and the psychological carrying capacity ； crowding perception ； satisfaction ； inappropriate visitor behavior

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