屏東墾丁小灣地區遊客之遊憩滿意度調查研究

Leisure Satisfactions of visitors at Little Bay in Kenting

本研究目的旨在探討墾丁小灣地區遊客遊憩之滿意度。以墾丁小灣地區之遊客為研究對象，採問卷調查法，研究工具參考林慧瑜(2006)編制而成之遊憩滿意度問卷，以非隨機之便利抽樣，共計發放270份問卷，剔除填答不全之無效問卷，有效問卷共249份。以SPSS15.0套裝軟體進行資料分析，分析方法為描述性統計、t考驗、單因子變異數分析等，研究結果：（一）墾丁小灣遊客之背景變項以女性54.2%居多、未婚者占70.7%、21〜30歲占33.3%、教育程度大學以上達53.4%之多、平均月收入以15,000以下居多占43.4%、旅遊方式為結伴同行占75.9%、遊憩參與次數以三次以上者達75.5%、海域遊憩以游泳28.8%及戲水30.5%為最多、陸域遊憩以日光浴28.6%及賞景28.4%為主。（二）墾丁小灣遊客遊憩滿意度不會受到性別的影響，而會受到婚姻、年齡、教育程度、平均月收入、居住地區的影響，尤其以墾丁小灣地區的設施及設備較有顯著滿意度的感受。根據研究結果，提供政府部門、業者、市場行銷營運參考之用。

The purpose of this study was to understand the leisure satisfactions of the visitors at Little Bay in Kenting. The subjects were 270 visitors at Little Bay. The research method was the questionnaire, and the instrument was the Scale for Leisure Satisfaction of Visitors modified from Lin (2006). Those data were collected and analyzed by frequency, average, t-test, and one-way ANOVA. The results were as in the followings: a) 54.2% of the subjects at Little Bay were female, 70.7% were unmarried, 33.3% were from 21 to 30- years-old persons, and 53.4% of them had the college degree. In addition, 43.4% had the salaries below NT15000, 75.9% went for the trip with their friends, and 75.5% joined the leisure activities three times a year. Playing with water and enjoying swimming were in the majority in coastal recreational activities, 30.5% and 28.8% respectively. Among the beach activities, sunbathing and enjoying scenery made the most parts, 28.6% and 28.4% respectively. b) The leisure satisfactions of visitors at Little Bay were significantly affected by marital status, age, educational level, salary amount, and location, but not affected by gender. In conclusion, those results were provided for the government, and businessmen to design adequate policy for future recreation.