探討社會人口統計變項及價值觀對擁擠度知覺的影響：以台灣國家公園及森林遊樂區之遊客為例

Exploring the Infl uence of Values and Socio-demographics on Perception of Crowding: The Case of National Park and Forest Recreation Visitors in Taiwan

本研究之目的為探討在戶外遊憩領域中，遊客社會人口統計變項及價值觀對擁擠度知覺的影響。由2007-2008年台灣東岸的太魯閣國家公園，以及2010-2011年台灣西岸的惠蓀林場森林遊樂區與八仙山國家森林遊樂區實地進行33次問卷調查，共獲1637份有效問卷。研究結果顯示，已婚、客家族群及與父母同住之遊客擁擠度知覺較高。除此之外，重視和諧價值觀的遊客，較易感受到擁擠；而重視成就感與享樂主義的遊客則較不容易感受到擁擠。模式中遊客的社經背景及價值觀，共同解釋擁擠度知覺35%的變異量。研究結果證實社會人口統計變項及價值觀對擁擠度知覺的影響，並建議管理者可根據遊客之多元背景來調整服務。本研究提供後續研究及經營管理上的參考。 The purpose of this study was to explore the influence of visitor socio-demographics and values on perception of crowding in the context of outdoor recreation. The data was collected at Taroko National Park during 2007 to 2008 on the east coast of Taiwan, and Huisun Forest Recreation Area as well as Basianshan National Forest Recreation Area during 2010 to 2011 on the west coast of Taiwan. A total of 1637 valid questionnaires were obtained from 33 on-site visitor surveys. The results showed that visitors who were married, Hakka groups and lived with their parents had higher crowding perception. In addition, the study revealed that visitors with harmonious values also tended to perceive crowding; whereas, visitors with achievement and hedonistic values were less likely to have crowding perception. The combined effects of socio-demographic and values variables explained 35 percent of variance in perception of crowding. This result confi rmed the infl uences of visitor socio-demographics and values on perception of crowding. We suggested managers may tailor their services to meet the diverse backgrounds of their clientele. Discussion and management implications were also provided.