遊憩環境、遊憩體驗與滿意度關聯性之研究

The Relationship between Recreational Environment, Recreational Experience and Satisfaction

遊憩體驗是一種經驗，隨著體驗後的結果，會影響遊客其心理層面，進而影響其外在行為表現。因此，本研究以滿意度之前因後果認知觀點切入，建立從遊憩體驗至滿意度再至後續行為的因果模式。實證採用結構方程模式來探討遊客的遊憩體驗、滿意度與行為意圖之關係，以高雄市洲仔濕地與高美館濕地公園為研究範圍，發展結構式問卷作為調查工具，選擇到訪兩濕地園區的遊客為問卷調查對象，建立以遊憩環境與遊憩體驗為前因變項、滿意度為中介變項及行為意圖為結果變項的結構方程模式加以驗證。研究結果發現，本研究建構線性結構因果關係模式之配適度評鑑結果顯示建構模式是顯著，本研究所建構的四項研究假設，是完全得到統計支持的。證實遊憩環境對遊憩體驗有顯著正向影響，四個遊憩體驗因素對遊客滿意度皆有顯著正向影響，依影響參數估計值大小加以分析影響度、學習與成就、樂趣與放鬆因素。本研究亦發現遊客滿意度對行為意度有高度正向影響關。研究結果提供濕地旅遊管理相關單位擬定行銷策略與相關管理目標的建議與參考。

The purpose of this study was to apply the structural modeling approach for exploring the relationships among recreation settings, visitors' recreation experiences, satisfaction and behavioral intention of Kaohsiung wetlands. The wetlands of recreation place in Kaohsiung were selected to be the research scope and structural questionnaire and developed be the survey tool of this study. The visitors of two recreation areas in Kaohsiung wetlands were selected as study samples. This study constructed a structural cause-effect model which takes recreation settings and recreation experiences as the antecedents, satisfaction as the mediated variable, and behavior intentions as the effect variable for testing their relationships. The findings of this study indicate that the structural cause-effect model is significant and four factors of recreation experience have significant and positive effects on visitors' satisfaction. The priority of positive effects on visitors' satisfaction by comparison with their efficiency value is physical environment; service attitude; learning and achievement; pleasure and relax factor. Besides, this study also found that the visitors' satisfaction has significant and high positive effects on visitors' revisit intentions. On the basis of the research results, the concrete and strategic suggestions and references are offered for related units.