台中市孔廟園區遊客滿意度與環境改造認同度之研究

A Study on Tourist Satisfaction and Environment reformative of Identity in Taichung Confucian Temple Park

黃朝業(Chao-Yeh Huang)

指導教授 ： 鄧迺鏞

朝陽科技大學/管理學院/休閒事業管理系/碩士(2010年)

摘要

全球環保意識逐漸抬頭，台中市環境政策乃以「生態城市」為發展主軸，延伸「綠建築」、「節能減碳」、「環境綠美化」策略，並規劃台中孔廟園區為兼備歷史人文與環境生態的觀光景點。本研究旨在探討台中孔廟園區如何扮演生態城市的示範角色，並整合相關資源，提升遊客的文化觀光滿意度。本論文以自編之問卷表做為研究工具，共發出問卷420份，有效回收388份，約佔92.4%，所得資料經統計分析後得如下結果：
一、台中市孔廟遊客以男性，年齡屆於21至30歲之間、職業以學生及其他職業、已婚者、大專教育程度、居住中部地區、自由行者、停留一小時、旅遊預算一千元以內者等項居多數。
二、遊客對於台中孔廟的滿意度以「孔廟主體建築之維護」為最高，其他依序為「區位與交通便利度」、「相關文化活動內容」；反之，對於「照明燈具型態與品質」、「文物展示活動品質」、「旅遊資訊及網站品質」則偏低；遊客對於環境改造的認同度，以「增加基地綠覆率與透水層」為最高，其他依序為「改善節能燈具與夜間照明」、「推廣與深化六藝研習課程」。另於進行環境改造後，在遊客「自身願意重遊」或「願意推薦親友旅遊」指標有明顯提升。
三、台中市孔廟園區遊客的「婚姻」、「職業」及「旅遊預算」等三項屬性對其旅遊滿意度具潛在影響。另外，「性別」、「婚姻」及「職業」等三項屬性對其環境改造認同度亦具潛在影響。
四、台中市孔廟園區遊客滿意度與環境改造認同度在「整體旅遊品質」、「自身願意重遊」指標與「文化觀光軟硬體服務」、「實質環境空間品質」、「內、外部交通動線」等三大構面皆具中度線性正相關。「環境改造後自身願意重遊」、「環境改造後願意推薦親友旅遊」二項指標則與「節能減碳與美綠化策略」構面亦具有中度線性正相關。
基於上述動機，本研究擬透過問卷調查法探討台中孔廟園區的遊客滿意度與環境改造認同度，相關研究結果可作為台中市孔廟環境改造及重點執行項目之參考。

關鍵字

文化觀光 ； 遊客滿意度 ； 環境改造 ； 孔廟

並列摘要

The world environmental consciousness gains ground gradually. The government of Taichung’ Environmental policy as develops the main axle takes “the Ecological city” that to extend tactic “Green building”, “Energy saving and Carbon Reduction” and “Environment Greenery”. Planning the Taichung Confucian temple were combine Historical humanities with environment ecology sightseeing scenic spot. The purpose of this study was discussion How to act the ecology city the demonstration role and join related resources that to promote a tourist’ culture and tourism satisfaction. The research takes the self-edited questionnaire as the data collection tool that 420 copies of questionnaire were issued, 388 copies of questionnaire were retrieved, and the effective return rate achieved 92.4%. Obtained data via statistical analysis following findings:
1. Taichung Confucian temple tourist by male, that age between 21 to 30 years old. An occupation is student and another. Married, they were to live in central section that independent Travel. They were staying one hour. The tourism budgets in below NT$1000.
2. Tourist in order regarding is the “Confucian temple maintenance cost of building”, “an area and communications” and “Cultural event content” higher satisfaction opposite of “Illumination lamps and quality”, “Cultural event quality ”, “Traveling information and website quality”. Tourist regarding Environment reformative of Identity order is the “Increases the base green duplicate rate and the permeable material”, “Improvement energy conservation lamps and night illumination”, and “Promoted and deepened six arts thorough study curriculum” is higher. After making the environment reformative, “self re-visit” and “to recommend tourism” that target have the obviously enhanced.
3. Tourist satisfaction using Factor Analysis to combine aspect include” soft hardware service”,” Environment space quality”, and” Transportation routes”. Environment reformative of Identity forms “Cultural dissemination, marketing and creativity strategy”, “Tourism Guide service strategy”, and “energy saving and carbon reduction and greenery” three aspects. ”
4. Tourist satisfaction and environmental reformative of Identity “tourism quality”, “self re-visit”, “soft hardware service” ,”Environment space quality “and “Transportation routes” that three aspects have linearity positive. The two an index “After environment of Identity, that self re-visit”, “After environment of Identity, that to recommend tourism” and “energy saving and carbon reduction and greenery” have linearity positive.
This result may takes environment reformative of key point in Taizhong Confucian temple.

並列關鍵字

Tourist Satisfaction ； Cultural Tourism ； Confucius Temple ； Environmental Reform

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