| 摘要: | 受到週休二日制的影響，隨著國人有比較充裕的時間利用假日進行休閒活動，相對的引領了國人觀光旅遊的熱潮(林耀南，2010)。美國學者G.Dann（1977）從旅遊動機中提出了推拉理論。他認為人們受內在及心理因素推動的影響來從事旅遊活動，亦會被外在因素所拉動，如旅遊地點和旅遊目的等特性因素來做出各種遊憩決策。Nickerson（1996）從馬斯洛的“需要層次理論”來說明人們出遊的動機經由不同的旅遊體驗來認識並了解世界、利用尋求未知事物的挑戰來達到自我實現的滿足，藉以體現自身的價值。本研究藉由探討遊客對於森林文創園區-檜意森活村所提供體驗行銷與服務品質之兩個因素，透過分析相異的背景變項在兩種變項中，其期待與表現之落差情形以及影響因素，了解檜意森活村所提供的各項資訊，是否能反映出遊客的滿意度，用來提供檜意森活村園區改善之參考。 本研究以到過檜意森活村參觀的旅遊訪客為主要對象，問卷參考e-SERVQUAL量表設計39題，採實體問卷及網路便利抽樣問卷調查方式進行，共回收實體問卷291份、網路問卷129份，總共420份問卷，得有效問卷413份。經統計分析之後所獲得的研究結果發現體驗行銷之“檜意森活村的特色商家能吸引我的注意”、“檜意森活村的整體氣氛使我感到輕鬆愉快”、“檜意森活村環境舒適能滿足我的休閒活動需求”、以及“到檜意森活村能增進親友情感及生活樂趣”為首要待改善的，而服務品質之“到檜意森活村的交通便利”、“若遇困難服務人員樂意提供協助”、“服務人員是樂於服務的”以及“檜意森活村的參觀動線與指標明確”為首要待改善的。
Affected by the two-day weekday system, as Taiwan people have more time to spend their leisure activities on holidays, they have led the relative boom in Taiwan people's sightseeing (Lin Yaonan, 2010).American scholar G. Dann (1977) proposed the push-pull theory from the tourism motivation. He believes that people are engaged in tourism activities under the influence of internal and psychological factors, and they will also be pulled by external factors, such as characteristic factors such as tourist location and tourist purpose, to make various recreational decisions.Nickerson (1996) used Maslow's ＂level of need＂ to illustrate that the motivation for people to travel is to recognize and understand the world through different travel experiences, and use the challenges of seeking unknown things to obtain self-fulfillment satisfaction, thereby reflecting its own value. This study explores the two factors of tourists' experience marketing and service quality provided by the forest cultural and creative park- Hinoki Village. and analyzes the differences between different backgrounds. the difference between their expectations and performance Situation and influencing factors, to understand whether the information provided by Hinoki Village can reflect the satisfaction of tourists, and is used to provide a reference for the improvement of Hinoki Village Park. The main target of this study is the tourist visitors who have visited Hinoki Village. The questionnaire refers to the e-SERVQUAL scale to design 39 questions. The entity questionnaire and the online convenience sampling questionnaire were used to conduct the survey. There are 291 entity questionnaires and 129 online questionnaires, 420 questionnaires in total, and 413 valid questionnaires. The research results obtained after statistical analysis found that ＂the characteristic merchants of Hinoki Village can attract my attention＂,＂the overall atmosphere of Hinoki Village makes me feel relaxed and happy＂, ＂The environment of the Hinoki village is comfortable enough to meet my needs for leisure activities ＂, and＂ Going to Hinoki Village can enhance the affection of relatives and friends and life.＂ of the experiential marketing, and ＂ Convenient transportation to Hinoki Village ＂, ＂In case of difficulties, service personnel are willing to provide assistance＂,＂Service personnel are willing to serve＂, and＂ The moving lines and indicators of the Hinoki Village is clear ＂ of the quality of service are the first to be improved. |
