遊客滿意度之跨文化模式：以台灣與美國森林遊客為例

Cross-cultural Models of Customer Satisfaction: The Case of Taiwan and U.S. Forest Recreation Visitors

本研究中我們利用跨文化模式來探討價值觀、社會人口統計資料、擁擠度以及遊憩行為等四個概念對於遊客滿意度的影響。我們結合來自台灣與美國森林遊憩區的資料來測試不同文化模式。本研究於2011年使用現地問卷調查，蒐集到1251份問卷，包含525份台灣閩南族群、102份台灣客家族群和624美國安格魯族群。我們使用探索性因素分析，以獲悉不同文化族群之滿意度構面；以及多元迴歸分析來預測因素分析所得之滿意度構面。結果顯示不同文化族群對滿意度知覺有不同的模式。以台灣閩南族群來說，擁擠度在滿意度構面中的其他遊客、服務和衝突等構面為最重要影響變項；年齡為影響停車滿意度構面最顯著的變項。以台灣客家族群來說，年齡為影響滿意度構面中的其他遊客和設施最重要的變項；擁擠度為影響遊憩體驗滿意度最重要的變項。最後在美國安格魯族群，價值觀中的和諧感為影響遊憩體驗滿意度的重要變項，擁擠度為影響設施滿意度最重要的變項。本研究之討論與研究意涵，對自然資源旅遊與戶外遊憩經營具參考價值。 We proposed cross-cultural models in this study to understand the influences of four concepts including values, socio-demographics, crowding, and recreation behaviors on visitor satisfaction. The data from Taiwan and US national forest recreation areas were combined to test proposed visitor models. There were 1251 usable self-reported questionnaires obtained from the 2011 surveys including 525 Taiwanese Hoklos, 102 Taiwanese Hakkas, and 624 Anglo-Americans. We used exploratory factor analysis and multiple regression analysis to analyze the data. The results showed that different cultural groups had different patterns in their satisfaction perceptions. For Taiwanese Hoklo group, the crowding was most important variable for other people, service and conflict satisfaction factor, whereas the age was most important variable for parking satisfaction factor. For Taiwanese Hakka group, the age was most important variable for satisfaction factor of other people and facility satisfaction factor, whereas the crowding was most important variable for recreation experience satisfaction factor. For Anglo-American group, the harmony was most important variable for recreation experience satisfaction factor, whereas the crowding was most important variable for facility satisfaction factor. Discussion and research implications were also provided for outdoor recreation and nature based tourism management.