澎湖大倉島海域遊憩體驗活動滿意度與服務品質之研究

A Study on Tourist Satisfaction and Service Quality of Coastal Recreational Activities in the Da-Tsang Island of Penghu

本研究旨在探討遊客對海域遊憩活動之滿意度，並選定澎湖大倉島進行實證研究，期望研究結果與發現能提供觀光業者經營管理、市場行銷之參考，並進一 步滿足遊客需求。其研究目的有： 一、 探討遊客從事海域遊憩活動，其對實質、 社會、遊憩體驗與活動設施等環境屬性之滿意程度。 二、 探討遊客從事海域遊 憩活動，其對實質、社會、遊憩體驗與活動設施等環境屬性之在意程度。 三、 利用重要-表現程度分析法(Importance-Performance Analysis，IPA)，探討大倉島遊客對服務屬性滿意程度及服務屬性在意程度的關係。得到研究結果如下：一、 由遊客之背景資料發現至大倉島從事海域遊憩活動者以女性、16~20 歲、高學歷 及北部地區的遊客為主。二、遊客中具備游泳能力者佔75.5%，曾有海域遊憩經 驗者所佔比例為76.5%。三、遊客整體滿意度中，非常滿意與滿意合計佔 49.5﹪，不滿意與非常不滿意合計佔11.4﹪，認為普通者佔39.2﹪。四、重要與表現程度 分析結果：實質環境方面需要優先改善的項目為「海底景觀豐富」；社會環境方 面需要優先改善的項目為「遊客人數擁擠」、「遊客喧嘩吵雜」、「是否有屬於自己 的空間」、「是否有活動可以參與」以及「他人活動是否會影響自己」；遊憩體驗 環境方面需要優先改善的項目為「衛浴設備清潔」、「垃圾桶設置與清理」、「有無 設置救生員」與「飲食清潔衛生」；活動設施環境方面需要優先改善的項目為「衛 浴設備數量充足」和「有無醫療設備」。

This study aimed to investigate the tourist activities on the coastal recreational satisfaction, and selected the island of Da-Tsang in Penghu, expected to provide the reference to tourism industry management for marketing the tour, and meet the needs of tourists in the future. The main objectives of this study, first, explore the satisfaction with environmental attributes in coastal recreational activities, about impact on the real environment, social environment, recreational experience environment and activity facilities. Second, To explore the care level of tourists in coastal recreational activities, its impact on the real, social, recreational experiences and activities, facilities and other environmental attributes. Last, use of importance -performance analysis (Importance-Performance Analysis, IPA) method, to analysis the tourists in Da-Tsang island of the service attributes satisfaction and the relationship between the level of property care. The results obtained are as follows: First, the background information discovered by the tourist engaged coastal recreational activities in island of Da-Tsang were mainly female, 16 to 20 years old, highly educated and northern regions tourists. Second, tourists have accounted for 75.5% of swimming ability, and 76.5%of tourists had experience in coastal recreational. Third, the overall satisfaction of tourists, very satisfied and satisfied together accounted for 49.5%, dissatisfied and very dissatisfied accounted for 11.4%, and 39.2% of ordinary. Last, importance-performance analysis results: Real environment for high priority projects “abundant of underwater landscape rich”; Social environment for high priority projects, “crowded visitors”, “noisy tourists”, “have own space” and “activity to participate” and “other activities will affect their own”; Recreation experience environmental needs of for high priority projects, “bathrooms equipment clean”, “ashcan set up and clean-up”, “lifeguard station” and “clean food”; Activity facilities environment for high priority projects, “a sufficient number of bathrooms” and “medical equipment”.