| 摘要: | 目前國內民營遊樂區存在尖峰時期人潮擁擠但遊客滿意度亦高之矛盾情形，故本研究欲探討遊客面臨擁擠情形時是否採取心理調適機制以降低擁擠所造成之影響，抑或對於在高遊客密度之遊憩區進行活動時，擁擠本身也是一種造成滿意體驗的構成要素之一，故透過擁擠模式之探討釐清擁擠知覺、調適機制與遊憩滿意度間之關係，同時以敘述性偏好實驗設計了解遊憩行為屬性對於遊客選擇產品之影響，作為經營管理策略擬定之參考。 透過遊客問卷之分析提出以下研究結論：1.擁擠知覺構成因素對擁擠知覺具顯著影響，以情境因素之知覺等候時間影響性最大。2.擁擠知覺與調適機制無顯著相關，但擁擠知覺構成因素與調適機制具顯著相關性。3.遊憩滿意度構成因子中，以整體服務品質、聯外道路及停車場、票價滿意度等情形影響整體遊憩滿意度最大。4.遊客普遍採行調適機制，且調適機制對遊憩滿意度造成影響。5.遊客在高密度地區從事遊憩活動過程中，其個人屬性、期望體驗、期望接觸等事前行為變數，加上現場實際感知到的社會密度、情境因素等，構成了對於現實環境之評價，雖然擁擠的感覺依然存在，但內心同時存在調適機制，以行為或認知的改變來接受現狀，而達成滿意的遊憩體驗。6.以多項式羅吉特模式校估各參數效用，結果顯示活動內容、票價之所得效果對產品選擇造成顯著影響。
Owing to the discrepancy between highly perceived crowding and high satisfaction for tourists in theme parks, the study intends to explore whether coping mechanisms are adopted in response to crowding and conflict in outdoor recreation and also argues that crowding perception is a factor of satisfaction in high density recreation area. It’s examined by a composing crowding model to figure out the relationships among perceived crowding, coping mechanism and recreation satisfaction. It is also analyzed whether the tourist’s choice is affected by the behavior attributes by means of stated choice model. By tourists’ questionnaire, the following results are shown: first, the variables of perceived crowding are significant to affect it and perceived waiting time is the one that influences crowding perception mostly among all. Second, crowding perception is not correlated with coping mechanism, but the variables of perceived crowding are significantly correlated with coping mechanism. Third, recreation satisfaction is mostly affected by the overall service quality, connecting roads and parking lots, and entrance fee. Moreover, coping mechanism is widespreadly adopted by respondents and is correlated with satisfaction. Furthermore, the variables of perceived crowding have effect upon crowding perception, coping mechanism and satisfaction, but there is no evidence to show that crowding perception would affect satisfaction through coping mechanism. That means the evaluation of recreation circumstances is consisted of the variables of perceived crowding, individual attributes, expected experiences, expected encounters, social density and situation variables. People would have the perception of crowding and adopt coping mechanism at the same time so that they accept the situation by behavior mechanism, displacement, or cognitive mechanism, rationalization, and achieve satisfying recreation experience. Lastly, the Multinomial Logit (MNL) model showed that the activity program and the income effect of price have significant effects on alternative choice. |
