陽明山國家公園遊客服務品質研究

Abstract

由於近年來台灣的經濟快速成長，國人的國民所得也日益增加，加上實行週休二日的休假制度，進而帶動國內旅遊的風潮，使得國內的旅遊人數年年增長。因為國內遊憩需求的持續增加，而為了吸引更多的遊客，主管機關也紛紛地將重點放在提升遊憩服務品質，希望藉由服務品質的提升使遊客有較高的滿意度和重遊意願，本研究以陽明山國家公園遊客中心及5處遊客服務站的遊客為對象，探討生態旅遊服務品質模式（ECOSERV）、新生態典範（NEP）、整體滿意度、遊客社經背景及旅遊型態之間的關係，利用T檢定、單因子變異數分析、典型相關等統計方法進行問卷資料分析。 本研究結果顯示，遊客社經背景及旅遊型態中性別、婚姻狀況、年齡、教育程度、每月所得收入及遊客參與次數對環境態度有顯著差異；性別、婚姻狀況、年齡、教育程度、居住地、職業、參與不同的活動及參與人數對服務品質認知有顯著差異；環境態度（NEP）對服務品質認知（ECOSERV）有部分顯著差異，而服務品質認知對整體滿意度有顯著的正向影響。

Whereas the rapid economic growth, the incomes of Taiwanese households gradually have increased in recent years. The workweek reformation at 2001 has changed the recreational behavior, and encouraged inbound travel. Due to the extending demand of domestic travelling, the authorities of tourism destinations attempt to attract more visitors by improving the service quality. With better service, it is expected that the visitors would have higher satisfaction and be willing to revisit. To this end, this study collects data from six visitor centers of Yangmingshan National Park. Specifically, this research investigates visitors’ service perceptions (i.e. ECOSERV, ecotourists’ service quality expectations), environmental attitudes (NEP, new ecological paradigm), overall satisfaction, background information of visitors and their travelling style. The dataset has been analyzed with t-test, one-way ANOVA and correlation analysis. The results show that gender, marriage, age, education, income and involvement have significant impacts on attitude toward environment; factors like gender, marriage, age, education, residence, occupation, activity attending and the number of participator have significant impacts on perceptions of service quality; and perceptions of service quality have significant positive impacts on overall satisfaction.