知本國家森林遊樂區遊客滿意度之研究

A Study on the Visitors’ Satisfaction of Jhihben National Forest Recreation Area

本研究之目的為探討遊客在知本國家森林遊樂區的遊憩體驗中，遊客基本資料、旅遊特性與行前期望、實際體驗滿意度之間的關係與差異。並以「重要-表現程度分析模式」（IPA），分析遊客對知本國家森林遊樂區的行前期望與實際滿意度，以獲得經營管理上之參考。以問卷調查的方式，在知本國家森林遊樂區對旅客進行問卷調查，共得到927份有效問卷。研究結果顯示：遊客實際體驗滿意度均高於行前期望，但感覺上仍屬「還好」。而因素分析得出「環境景觀因素」、「服務品質因素」、「調劑身心因素」及「自我成長因素」4個滿意度因素構面。經變異數分析後，遊客的基本資料與旅遊特性，對「環境景觀因素」及「調劑身心因素」有相當顯著差異。由IPA分析可了解，知本國家森林遊樂區的特點在於自然環境資源，需要積極維護。缺點則在於解說設施數量及餐飲服務等項目，未來需要加強推展與呈現。 The purpose of this study was to investigate the visitors’ recreation experience at Jhihben National Forest Recreation Area by presenting their before-trip expectation and satisfaction of on-site experiences based on their backgrounds and travel characteristics. Using Importance-Performance Analysis to analyze visitors’ perception difference between before-trip expectation and satisfaction of on-site experiences, we hope that the results can be referred to Jhihben National Forest Recreation for effective management. We surveyed visitors at Jhihben National Forest Recreation Area, getting 927 valid questionnaires. The research findings can be shown as follows: First of all, one basic finding of this study has indicated that visitors’ average score of their satisfaction of on-site experiences was higher than that of before-trip expectation. But in general, visitors’ overall satisfaction level was above the mean score, which implies that they felt somehow satisfied with their experiences. Secondly, by means of factor analysis, we obtained four satisfaction factors-- the environment landscape factor, the service quality factor, the relaxation factor, and the Self-development factor. Thirdly, after conducting the variance analysis, we found among visitors’ backgrounds and different travel characteristics a significant difference in the environment landscape factor and the relaxation factor. The results of Importance- Performance Analysis show that the important characteristic of Jhihben National Forest Recreation Area lies in its natural environment resources which must be kept maintained but its shortcomings are without good enough interpretive facilities and the food and beverage service is needed to make a promotion and improve its performance in the future.

The purpose of this study was to investigate the visitors’ recreation experience at Jhihben National Forest Recreation Area by presenting their before-trip expectation and satisfaction of on-site experiences based on their backgrounds and travel characteristics. Using Importance-Performance Analysis to analyze visitors’ perception difference between before-trip expectation and satisfaction of on-site experiences, we hope that the results can be referred to Jhihben National Forest Recreation for effective management. We surveyed visitors at Jhihben National Forest Recreation Area, getting 927 valid questionnaires. The research findings can be shown as follows: First of all, one basic finding of this study has indicated that visitors’ average score of their satisfaction of on-site experiences was higher than that of before-trip expectation. But in general, visitors’ overall satisfaction level was above the mean score, which implies that they felt somehow satisfied with their experiences. Secondly, by means of factor analysis, we obtained four satisfaction factors-- the environment landscape factor, the service quality factor, the relaxation factor, and the Self-development factor. Thirdly, after conducting the variance analysis, we found among visitors’ backgrounds and different travel characteristics a significant difference in the environment landscape factor and the relaxation factor. The results of Importance- Performance Analysis show that the important characteristic of Jhihben National Forest Recreation Area lies in its natural environment resources which must be kept maintained but its shortcomings are without good enough interpretive facilities and the food and beverage service is needed to make a promotion and improve its performance in the future.