遊客對淡水漁人碼頭環境識覺、滿意度與行為意向之研究

A Study on Environmental Perception, Satisfaction and Behavioral Intention of Tourists in Tamsui Fisherman’s Wharf

淡水漁人碼頭是轉型為多功能漁港的成功案例，加上附近淡海輕軌站串聯重要點位，吸引更多觀光人潮，因此，本研究透過環境識覺的理論觀點，探討到訪遊客與碼頭的人地關係，討論不同屬性遊客在淡水漁人碼頭的環境識覺、滿意度與行為意向的現況與差異性，以及遊客環境識覺、滿意度及行為意向的相關性。共計回收420份有效問卷，資料分析採用描述性統計、平均數差異檢定及皮爾森相關分析。研究發現部分不同屬性遊客在環境識覺、滿意度與行為意向上有顯著差異，並且環境識覺、滿意度與行為意向有顯著相關。研究建議為可以提供更多元的解說導覽媒材，並且改善交通工具、周邊設施滿意度，強化遊客建議提供管道。研究結果可提供經營管理單位、其他漁港參考，以及後續學術利用。

Tamsui Fisherman’s Wharf is a successful case of transformation into a multi-functional fishing port. In addition, the nearby Danhai Light Rail Station connects essential points, which will attract more tourists. Therefore, through the theoretical point of view of environmental perception, this research explores the relationship between visitors and the wharf and discusses the differences in environmental perception, satisfaction, and behavioral intentions of different people's attributes in Tamsui Fisherman’s Wharf. The correlation among people’s environmental perception, satisfaction, and behavioral intention is further investigated. A total of 420 valid questionnaires were completed, and the data were analyzed by descriptive statistics, mean difference test, and Pearson correlation analysis. It is found that some people's attributes have significant differences in environmental perception, satisfaction and behavioral intentions. Furthermore, environmental perception, satisfaction, and behavioral intentions are strongly correlated. Providing more diverse guide materials, improving transportation and surrounding facilities, and improving public feedback channels are recommended. These research results can be used by management units, other fishing ports, and academic institutions for future reference.