| 摘要: | 本研究是針對參與原生生態園生態旅遊遊客為對象，於民國2006年11月1日~11月30日止，採取問卷調查法，對象為至原生生態園區現地活動的遊客，當面請已完成園區遊憩活動的遊客填答問卷，在385份有效樣本中，利用描述性統計分析、因素分析、信度分析、獨立樣本T檢定、變異數分析、相關分析、配對樣本T檢定、IPA等統計分析方法進行資料分析來探討生態旅遊之遊客旅遊動機、服務品質與滿意度其間之關係。 研究結果發現受訪遊客旅遊動機經因素分析萃取而得「探索體驗」、「休閒遊憩」、「景點特質」、「自我成長」等四個構面。遊客部份旅遊特性不同，其旅遊動機亦不同，遊客旅遊動機與行前期望有相關，遊客對服務品質的行前期望與實際感受有顯著差異，遊客對於活動整體普遍感到滿意及認同，對遊客行前期望與實際感受做I.P.A分析，建議業者應該重視及繼續保持的項目有：園區具有舒適.愉悅的自然環境、園區具有不擁擠及未受汙染的環境、園區實體設施與自然資源的可接近性、園區人為設施對環境不會造成衝擊、當遊客遭遇困難時,園區服務人員表示關心及提供解決、園區服務人員願意傾聽,並提供正確的資訊、園區服務人員態度令遊客滿意、園區服務人員能準時提供對遊客所承諾的服務、園區服務人員具有良好的應變能力和遊客相處愉快、園區服務人員對遊客都有服務或主動幫忙的意願、園區服務人員對遊客提供詳盡的園區解說、園區服務人員提供專業服務,令您感到滿意、園區服務人員在任何時間,都能態度親切有禮.常保笑容及園區在營業時間內,方便所有的遊客。
The study is aimed to investigate the objects who participate in the Eco-Tourism. The research has been studied from November 1st to 30th. The study started with questionnaires, requesting the tourists who visited the Yuan-Sheng Eco-Garden to fill up the questionnaires which is related to tourism activities. Among the 385 valid questionnaires descriptive statistics analysis、factor analysis、reliability analysis、independent samples t test analysis、varieties analysis、relationship analysis、paired-samples t test、 I.P.A. analysis, etc., are used to investigate the tourism motivation, and the connection between service quality and satisfaction. The research results show the traveling motivation is mainly composed by 4 components – exploration experience, relaxation, scenic characteristics, and self development, through the elements analysis. Tourists travel with various reasons and different motivations. Traveling motivations usually correlate to customers’ prior expectations. However, most tourists usually find there are obvious discrepancies between the customers ’ prior expectations and practical experiences towards the service quality. After using I.P.A. to analyze the tourists’ prior expectations and practical experiences, I suggest the proprietor should pay much more attention to and maintain the following important requirements in order to enhance customers’ satisfaction and identification, for instance, comfortable and pleasant environment, spacious and clean surroundings, the acceptance of natural resources and artificial equipment,the artificial facilities with no strike against the environment. Furthermore, there are professional workers who can always offer considerate concerns to the tourists, help them solve problems, listen to their’ complaints with patience and proper attitudes. The workers are also capable to give correct information and keep their promises offering good service to customers on time. In addition, the workers should possess the ability to deal with kinds of emergencies occurring anytime and anywhere, being able to get along with various customers and meeting their needs. Overall, a friendly smile and polite attitude that the workers wear all the time will bring tourists security and satisfaction. |
