惠蓀林場遊客之遊憩目的及其對不同構面之服務功能滿意度及重要性評估

Visitors’recreational purposes and their views on services of various aspects in Huisun Experimental Forest Station

本研究在於瞭解遊客對於惠蓀林場不同構面服務之看法，及其到訪林場之遊憩目的。資料蒐集係採用問卷調查進行，問卷內容包含惠蓀林場十二項服務功能之滿意度及重要性，以及遊憩目的。問卷發放時間為2023年1月至6月期間，共計發放1,007份問卷，其中有效問卷為946份（93.94%）。為了比較遊客在不同構面服務功能之滿意度及重要性以及其遊憩目的，採用重複量數進行分析，此外採用重要－滿意度分析法（Importance-Performance Analysis, IPA）探討十二項服務功能的品質。研究結果顯示，各項滿意度及重要性在不同構面服務功能之間皆呈顯著差異，滿意度以「環境構面」得分最高，「社會構面」次之，而「經營構面」最低；重要性以「環境構面」最高，「經營構面」次之，而「社會構面」最低；IPA結果顯示，分別有四、三及五項功能表現優異、具發展潛力，以及需要進行改善。所得之結果可供林場經營在不同之參考。

This study aimed to understand visitors' perspectives on various service aspects and their recreational purposes at the Huisun Experimental Forest Station (HEFS). Data were collected via questionnaires distributed between January and June 2023. The questionnaire included 12 service items, each assessing both visitor satisfaction and perceived importance, as well as questions about recreational purposes. A total of 946 valid responses were obtained from 1,007 distributed questionnaires. Repeated measures analysis of variance (RM-ANOVA) was employed to compare differences in satisfaction and importance across the service items and to analyze visitors' recreational purposes. Additionally, Importance-Performance Analysis (IPA) was used to visualize the distribution of these items. The RM-ANOVA results indicated significant differences in both satisfaction and importance levels across the service aspects. Specifically, the environmental aspect received the highest satisfaction scores, while the management aspect received the lowest. Regarding importance, the environmental aspect was also rated highest, and the social aspect lowest. The IPA revealed that 4 service items were performing well, 3 had development potential, and 5 needed improvement. These findings can assist HEFS in refining its management strategies.