99－100年度平地國家森林遊樂區遊客活動滿意度與忠誠度之探討－以邏輯斯迴歸分析

The Study of the Recreation Satisfaction and Loyality of the99-100 Ground National Forest Recreation Area-Using Logistic Regression Analysis

黃蕙娟(Hui-Chuan Huang)

《休閒運動健康評論》 3卷2期 (2012/06) Pp. 213-231

https://doi.org/10.29503/RLSH.201206.0012

摘要

森林是具有多種效益之寶貴天然資源，在經營之際，同時提供遊樂效益，是符合環保經濟之利用型態，兼具自然體驗與人文采風環境特色，提供多樣性戶外活動選擇。近年來，國人收入節節攀升，也逐漸重視生活品質。加以1998年初周休二日正式施行，空閒時間增加，造成國民休閒遊憩需求日增，也日趨重視各類休閒活動。隨著旅遊型態轉變，發展出多元化類型，深度知性之旅漸漸受到親睞。森林遊樂區對遊客而言為新興旅遊選擇，然何者影響滿意度與忠誠度，乃是值得探討釐清的問題。規劃森林遊樂區旅遊相關資訊，提供民眾便利、可及的遊程資訊，提昇從事生態旅遊的意願，顯知，遊客之滿意度與忠誠度實有探知之必要。因此，本研究以此為主題，探討並分析滿意度與忠誠度。研究目的：一、探討遊客人口結構；二、分析遊客滿意度與忠誠度。結果與結論：人口統計變項，男性、40~49歲、大學、公職人員、未婚與月收入在40,001~60,000元，居住東部及每月休閒活動次數約5次以上者為主要參與族群；遊客忠誠度，多數遊客皆願意重遊，也願意推薦親友並宣傳，然以本區為旅遊第一選擇僅五成；滿意度預測忠誠度，透過研究分析得知，「環境景觀構面」與「遊憩活動構面」兩構面與是否重遊間有顯著關聯。

關鍵字

遊客行為 ； 行銷 ； 迴歸

並列摘要

Forest are a precious natural resource that deliver multiple benefits. The operation of the forestry industry also brings recreational benefits, delivering usage patterns that are compatible with a green economy. These forest areas offer a place for outdoor activities where it is possible to experience both unique natural scenery and human culture. In recent years, steady rises in income have brought greater attention to quality of life issues. In addition, the implementation of the five-day working week in 1998 gave people more leisure time, resulting in greater interest in all types of leisure activity. Following changes in domestic vacationing patterns and the emergence of an increasingly diversified industry, more in-depth forms of travel have gradually attracted attention. For tourists, the national forest recreation areas are a new option. However, what influence the attributes and recreational preferences of different tourists have is a question that is worth exploring further. National forest recreation areas can provide helpful information and possible itineraries to potential visitors, increasing willingness to engage in ecological tourism. It is clear that there is a need to explore the relationship between recreational satisfaction and loyalty. Research Objectives are as bellows: 1. Survey the demographic structure of visitors. 2. Level of Satisfaction and Loyalty of Visitors. Conslusion: 1. Demographic Variables: Males aged between 40 and 49 years, university graduates, civil servants, unmarried people, those with monthly income between NT$40,001 and NT$60,000, those living in East Taiwan, and those who participate in leisure activities around five times a month made up the largest groups of respondents. 1. Degree of Loyalty: The vast majority of visitors expressed a willingness to return and would recommend to friends and relatives and otherwise promote its merits. However, only one in two visitors said that the area was their first choice. 3. Calculating Degree of Loyalty from Degree of Satisfaction: Our research has shown that the landscape and environment dimension and the relaxation activities dimension have a significant correlation will willingness to return.

並列關鍵字

tourist behavior ； marketing ； regression

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