環境解說影響遊憩體驗與滿意度效果之研究—以野柳地質公園為例

Abstract

旅遊目前已是全球最大的產業之一。近年來學術界因應於此，對於旅遊相關的研究亦有數量愈來愈多、研究主題愈來愈多樣的趨勢。在Pine與Gilmore所提出的體驗經濟 (Experience Economy) 概念興起後，遊憩體驗開始被認為是旅遊活動中的重要核心概念；正向的遊憩體驗對提升遊客滿意度有其助益，因此若想要提升遊客的滿意度，研究產生遊客正向遊憩體驗的影響因子，即是一項相當重要的工作。本研究以野柳地質公園為研究區，在控制其他影響遊憩體驗的因子干擾後，選擇以環境解說對遊憩體驗與滿意度的影響為研究主軸，比較使用不同環境解說設施後，遊客在遊憩體驗及滿意度效果上所產生的差異，並探討遊客在園內遊憩後所產生的體驗內涵與對園內解說設施成效之評價。 本研究為理解遊客在野柳地質公園內遊憩活動後所獲得的體驗內涵，遂利用質性類屬分析方法，以網路網誌遊記為文本，對遊客體驗內涵進行歸納，共得到八項主要體驗內涵，分別為：享受自然、學習新知、好奇探索、情感交流、放鬆心緒、思考與反省、觀察他人、服務與設施規劃。接著根據此八項體驗概念，參考文獻回顧與訪談之結果擬定問卷問項，對地質公園內之遊客進行問卷調查。研究結果發現：(一)、在野柳地質公園內，遊客使用解說設施最頻繁的類別，為戶外解說牌、解說摺頁/手冊、戶外解說牌加解說摺頁/手冊。(二)、在解說設施之解說成效分析的部分，解說人員導覽、戶外解說牌加解說人員導覽這兩項解說設施的解說成效，則相較於其他解說設施更為良好。(三)、解說設施的使用對遊憩體驗有正向的影響，亦對滿意度有正向的影響，除此之外，遊憩體驗亦對滿意度有具有正向影響，並能解釋解說設施的使用對滿意度所產生的影響。

Tourism is one of the top industries in the world. With a recent surge of the Experience Economy, recreational experience has been considered to be the core of tourist activities. Positive recreational experience benefits to visitors’ satisfaction. Hence, if we want to improve visitor’s satisfaction, further research on the factors which positive affect visitors’ recreational experience are obviously required. In this paper, we chose Yehliu Geopark as the research area. We used various environmental interpretations and controlled others factors to see the effects of the visitors’ recreational experience and satisfaction. Finally, we discussed the content of visitors’ recreational experience and the effectiveness of environmental interpretation. In this study, we generalized the content of recreational experience from visitors through method of qualitative categorization analyze. The results showed that there are eight mainly contents of visitors’ recreational experience in the Yehliu Geopark including, enjoy nature, learning, exploration, family / friend togetherness, tension release, introspection, observing other people and service quality. The questionnaires are designed based on the summarized content, literature review, and interviews, and then we conducted the questionnaire survey of visitors. The results of the research showed that: (1) in the Yehliu Geopark, the frequently used interpretive medias are interpretive signs, publications and the combination of both; (2) concerning the effectiveness of interpretation of interpretive media, personal interpretative service and the combination of interpretive signs and personal interpretative service are better than other interpretive media; (3) the use of interpretive media not only has a positive effect on recreational experience but also on satisfaction; moreover, recreational experience would also positive effect on satisfaction, and it could explain how interpretative media influence the satisfaction.