下坪自然教育園區遊客之遊憩體驗與滿意度關係之研究

Abstract

本文旨在探討下坪自然教育園區遊客之遊憩體驗與滿意度關係之研究。首先藉由文獻回顧建構遊憩體驗與滿意度之研究假說，並以問卷調查結果及利用結構方程模式驗證上述假說，量化此園區遊客之遊憩體驗對滿意度及遊憩行為意圖之因果關係。 本研究面訪下坪自然教育園區 600位遊客，再以結構方程模式檢證這些遊客的遊憩體驗與滿意度之間的關係。經由593份有效問卷的統計分析結果顯示，簡化模型具有良好適配程度，亦即下坪自然教育園區遊客之遊憩體驗對遊憩滿意度有顯著的正向影響，而且遊憩滿意度亦正向的影響遊客之忠誠度及支付意願等遊憩行為意圖。本文研究結果顯示：「激發感」顯著正向影響「實際差異」之構面，且「實際差異」顯著正向影響「滿意度」構面，「愉悅感」亦顯著正向影響「滿意度」構面，而「滿意度」顯著正向影響「忠誠度」。

The purpose of this thesis was to analyze the relationship between the recreation experiences and satisfaction of visitors of Shia-Ping Nature Education Area. By literature review, the study first built up hypothesis of the above-mentioned relationships, and applied structure equation modeling (SEM) to test and to quantify the relationships; then analyzed the recreation experiences and satisfaction how to affect the future recreational behavioral intentions of the visitors. This study interviewed 600 visitors, and then applied the SEM to examine the relationship between their recreation experiences and satisfaction. The statistical analysis based on 593 valid questionnaires showed that the theoretical model had a suitable level of goodness-of-fit, i.e. the recreation experiences of the visitors of Shia-Ping Nature Education Area had a significantly positive influence on their satisfaction, and the satisfaction also had a significantly positive influence on their loyalty and the level of willingness to pay. The study result indicated that “arousal” positively affected “positive disconfirmation” ; “positive disconfirmation” positively affected “satisfaction”. The “pleasure” positively affected “satisfaction” ; “satisfaction” positively affected “loyalty”.