自行車道遊客特性、行前期望與體驗滿意度之研究 －以大鵬灣國家風景區環灣自行車道為例

A Study of the Tourists’ Characteristics, Expectation and Experience Satisfaction toward DaPeng Bay Bikeway

龔琳晏(Lin-Yen Kung)

指導教授 ： 吳英偉

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00031

摘要

全國各縣市政府為配合節能減碳政策，均致力於自行車運動的推廣及使用，而自行車道的環境與設施也格外受到重視。本研究探討大鵬灣國家風景區內，自行車道遊客之遊客特性、旅遊特性與行前期望、實際體驗滿意度之間的關係。採便利抽樣對大鵬灣環灣自行車道遊客進行問卷調查，針對自行車騎乘者對大鵬灣環灣自行車道的重要程度與實際體驗後滿意程度進行分析，並應用重要表現程度分析(Importance-Performance Analysis，IPA)分析遊客對大鵬灣環灣自行車道的行前期望與實際體驗滿意度間的關係。本研究共發出630份問卷，採便利抽樣，得563份有效樣本。問卷訪問對象為實際體驗大鵬灣環灣自行車道遊客，問卷發放地點為環灣自行車道中三個休息點，分別為崎峰活動中心、南屏海堤、嘉蓮社區公園。研究結果顯示大鵬灣環灣自行車道遊客社經背景及旅遊特性不同對大鵬灣環灣自行車道之行前期望不同，並在行前期望與實際體驗間有顯著差異，且實際體驗滿意度與重遊意願間也有正向顯著關係。應用IPA分析結果對大鵬灣環灣自行車道管理單位進行建議，大鵬灣環灣自行車道以「車道管理」此構面對整體滿意度影響最大，改善重點為自行車道旁安全措施及清楚標示自行車道上標誌之位置，並加強其它車輛嚴格管制，以及騎乘自行車安全教育宣導。

關鍵字

自行車道 ； 行前期望 ； 遊憩體驗 ； 滿意度 ； IPA

並列摘要

In line with the energy conservation policy, local governments are committed to the promotion of cycling and the use of bikes. Moreover, bike paths and facilities are particularly emphasized. The aim of this paper is to study the relationships among tourists’ characteristics, characteristics in tourism, pre-trip expectation, and experience satisfaction. Convenience sampling method is used and a questionnaire for cyclists along the bikeway in DaPeng Bay National Scenic Area is conducted so as to analyze the importance of round-the-bay bikeway of DaPeng Bay and cyclists’ satisfaction after their practical experience. In addition, the Importance-Performance Analysis (IPA) is applied to analyze the relationship between tourists’ pre-trip expectation of round-the-bay bikeway of DaPeng Bay and their experience satisfaction.
In this study, a total of 630 questionnaires were distributed, convenience sampling method was adopted, and valid samples were 563. Target samples were cyclists who had experience of riding bike along the bikeway of DaPeng Bay. Questionnaires were distributed in three rest areas in the round-the-bay bike path: Chifeng Activity Center, Nanping Waterfront, and Jialian Community Park respectively.
The result shows that with different socio-economic backgrounds and different characteristics in tourism, cyclists in the round-the-bay bike path of Dapeng Bay have different pre-trip expectations. The result also reveals distinct discrepancies between pre-trip expectation and actual experience. The significant positive relationship between experience satisfaction and willingness to revisit is shown in this study.
The result from the application of IPA to the study is useful for the management unit of the round-the-bay bike path of DaPeng Bay. According the result, “bike-path management” influences the overall satisfaction most, and the improvement should be focused on the safety measures beside bike path and the clear indication of signs on bike path. Moreover, the tight control over other vehicles should be enforced and safety education when riding a bike should be employed.

並列關鍵字

Bikeway ； Expectation ； Recreation Experience ； Satisfaction ； IPA

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