屏東縣佳樂水風景區遊客滿意度與發展策略

The Tourists’Satisfaction and Development Strategies of Jialeshue scenic area in Pingtung

何青燕(Ching-Yen Ho)

指導教授 ： 盧惠敏教授 ； 許振宏教授

國立屏東科技大學/農學院/熱帶農業暨國際合作系所/碩士(2010年)

摘要

位於台灣最南端的恆春半島具有海神樂園之稱的佳樂水風景區，近年隨著觀光的多元化，已漸漸被國人所遺忘，找出屬於它原有的特色是本研究之目的與開始。

本研究透過遊憩滿意度問卷調查，瞭解區內遊客特性與遊憩滿意度及重遊意願之關係並利用SWOT分析本區在觀光發展上之優劣勢、機會與威脅。透過相關人員之訪談分析本區觀光發展現況與困境，之後利用SWOT矩陣研擬本區之發展策略。研究問卷採用Likert五點量表，抽樣方法為便利抽樣，佳樂水風景區遊客問卷有效樣本數380份，問卷信度Cronbach's α值為0.726至0.907之間。本研究採用SPSS 13.0統計軟體進行描述性統計、信度分析、獨立樣本T檢定、單因子變異數分析。

本研究發現，在遊客特性上，來佳樂水風景區從事遊憩的遊客以南部民眾居多(45.2%)，年齡在60歲以下(92.8%)；以家庭或旅遊團為主(74%)，搭乘自用汽車及遊覽車為到達本區之主要交通工具(92%)，目的多為體驗自然(56.5%)。在遊憩滿意度方面，遊客對區內的海岸地形地景景觀感到滿意，滿意度值在4-5中間，但對區內的軟硬體設施及服務均感到不滿意，滿意度值在2-3。三個遊憩滿意度構面中，以服務品質的滿意度最低且為遊客決定是否再次重遊之主要因素。然遊客對本區雖為中低滿意度，但再次重遊意願高(79%)。表示本區具觀光發展潛力。

利用SWOT矩陣分析研擬出本風景區之發展策略，包括設置具多元功能之室內遊憩空間、遊程規劃、持續進行觀光需求的調查與評估、強化本區海洋觀光發展主題、編製解說手冊及研請專家及相關團體支援區等策略。

關鍵字

遊客滿意度 ； 發展策略

並列摘要

The Contents of Abstract in This Thesis:
Jialuoshuei scenic spot, known as Poseidon Paradise, locates at HengChun Peninsula, the southernmost side of Taiwan. With the diversity of sightseeing in recent years, it was forgotten by people gradually. Findineg the original features of it were the very beginning and the objective of this study. This study, through the questionnaire investigation of satisfaction degree of recreation activities, wanted to understand the features of the tourists in the area and satisfaction degree of recreation activities and the willing of wanting to revisit. SWOT was used to analyzed the strength, weak, opportunities, and threats of sightseeing development of the area. People who concerned with the scenic spot were interviewed to know the statuses and difficulties of sightseeing development in this area. Likert five points scale was used in questionnaire, and the sampling method was convenient sampling. The effective questionnaires were 380 and Cronbach’s α value was between 0.726 and 0.907. SPSS 13.0 was used as statistical software to process descriptiveness, assurance, independent sample t test, and one-way ANOVA. Results showed that, as to the features of tourists, most of the tourists came from southern side of Taiwan (45.2%) and were under ages of 60 (92.8%). Seventy-four percent of the tourists came to Jialuoshuei with their family or tour group. Ninety-two percent of the tourists came to Jialuoshuei by car or tour bus. The major purpose of the tourists was to experience nature (56.5%). As to the tour satisfaction, tourists satisfied with the topography of the coast landscape in the scenic spot and the satisfaction was between 4 and 5; however, tourists unsatisfied with the hardware and software facilities and services in the scenic spot and the satisfaction was between 2 and 3. Among three tour satisfaction constructions, services had the lowest satisfaction degree, and it is the major factor of the tourists’ will to revisit the scenic spot. Although tourists had medium to low satisfaction to this scenic spot, they had high revisiting will (79%). Using SWOT matrix analysis, the development strategies including setup multi-functional indoor tour spaces, tourism scheduling, continued investigation and assessment of the needs of tourists, enhancing the sightseeing theme, preparation commentary manual, and inviting expertise and concerning associations to assist this scenic spot and so on will be developed.

並列關鍵字

Satisfaction degree of tourists’ ； development strategy

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