秀姑巒溪泛舟遊客動機與滿意度之研究

Motivations and Satisfaction of Whitewater Rafters in Hsiukulan River

莊麗君(Ophelia Lih-Jiun C. Hsu) ； 許義忠(Yi-Chung Hsu)

《觀光研究學報》 10卷1期 (2004/03) Pp. 79-96

https://doi.org/10.6267/JTLS.2004.10(1)5

摘要

本研究之目的係比較2000年旺季與2001全年度秀姑巒溪泛舟遊客的動機及其滿意度，藉此了解影響遊客滿意度的因子，並採用重要性與績效分析來建構泛舟業者經營管理矩陣。本研究母體為2000年6月至8月以及2001年7月至2002年6月到秀姑巒溪泛舟之遊客，抽樣方法採時間分層隨機抽樣，2000年旺季和2001全年度分別抽出14天和35天，獲得有效問卷1,482份及2,648份。研究結果顯示2000旺季及2001全年度到秀姑巒溪泛舟的遊客，其社經背景、旅遊特徵、泛舟動機、及滿意度都是雷同的，同時兩年來遊客對業者各項服務的評量也是類似的。研究結論有三：(1)泛舟遊客的社經背景、旅遊特徵、泛舟滿意度相當穩定且易於預測，(2)泛舟遊客的泛舟動機十分多樣且非常一致，(3)從事泛舟遊客動機與滿意度調查，祇需要調查旺季遊客即可。文末並就未來相關研究與業者經營管理提出建議。

關鍵字

秀姑巒溪 ； 重要性與績效分析 ； 動機 ； 滿意度 ； 泛舟

並列摘要

This study intended to compare the motivations and satisfaction of whitewater rafters, who participated in 2000 peak season and year 2001. Factors that influenced their satisfaction were also explored. The importance performance analysis technique was utilized to develop the indicator performance estimate for the whitewater outfitters. The study population were rafters who went rafting at Hsiukuluan River from June to August 2000 and from July 2001 to June 2002. Fourteen and thirty-five sampling days were selected, which resulted in 1,482 and 2,648 usable questionnaires, respectively. The results indicated that the socio-economic status, travel characteristics, motivations, and satisfaction of 2000 peak season and year 2001 visitors were very similar. The indicator performance estimates of outfitters remained stable for both years. Three conclusions were drawn: (1) Whitewater rafters' socio-economic status, travel characteristics, and their satisfaction remain considerably stable and predictable, (2) Rafters' motivations are diverse and relatively consistent, and (3) Investigation of peak season visitors are sufficient for the motivations and satisfaction of Hsiukuluan River rafters. Several suggestions were made for future studies and whitewater rafting outfitters.

並列關鍵字

Hsiukuluan River ； importance performance analysis ； motivation ； satisfaction ； whitewater rafting

參考文獻

許義忠(2002)。遊客對參加冒險性旅遊之動機與滿意度之研究－以秀姑巒溪泛舟為例。觀光研究學報。8(2)，115-130。

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