服務品質、遊憩體驗與重遊意願關係之研究──以石門水庫風景區為例

A Study of Service Quality, Recreation Experience and Revisiting Intention--The Case Study of Shimen Reservoir Scenic Area

石門水庫位於台灣桃園市，是一個集水、灌溉、防洪與觀光休閒功能於一體的重要景區，吸引大量遊客前來體驗其自然與人文魅力。本研究旨在探討石門水庫的服務品質、遊憩體驗與重遊意願之間的關聯性，為提升景區的永續經營提供參考。
石門水庫吸引遊客的核心因素，包括壯麗的湖光山色、完善的步道建置、休閒設施以及舉辦的特色活動，如賞楓、賞櫻、賞梅、搭船遊湖、馬拉松、自行車賽或是動漫音樂饗魚宴等活動。這些吸引元素不僅增強了遊客的旅遊動機，也對景區的整體吸引力起到了關鍵作用。服務品質也對遊客滿意度與重遊意願影響深遠。高效的管理體系、友善的服務人員以及乾淨的環境，都能提升遊客對景區的正面評價，進而促進其重遊意願。
遊憩體驗是影響遊客心理與行為的重要因素。石門水庫豐富的自然與文化資源能帶給遊客多元的感官與情感體驗，例如：放鬆身心、增進家庭互動等，良好的遊憩體驗不僅能加深遊客對景區的正面印象，還會提高他們的重遊忠誠度；然而，若服務品質未達標，則可能導致遊客滿意度下降，進而影響其重遊意願。
本研究發現服務品質與遊憩體驗之間具有顯著的正向關係，並共同影響遊客的重遊意願。因此，景區管理者應持續優化服務品質，維護景點特色，並設計更多具有吸引力的體驗活動，以增強遊客滿意度與忠誠度，實現可持續發展的目標。

Shimen Reservoir is located in Taoyuan City, Taiwan. It is a key destination integrating water collection, irrigation, flood control, and tourism and leisure functions, attracting numerous visitors to experience its natural and cultural charm. This study aims to explore the relationships among service quality, recreational attraction, recreational experience, and revisit intention at Shimen Reservoir, providing references for enhancing the sustainable management of the scenic area.
The core factors attracting visitors to Shimen Reservoir include its magnificent lake and mountain scenery, well-developed trails, leisure facilities, and various unique events such as maple, cherry, and plum blossom viewing, boat tours, marathons, cycling races, and anime music festivals. These attractions not only enhance tourists' motivation to visit but also play a crucial role in the overall appeal of the scenic area. Service quality also has a profound impact on visitor satisfaction and revisit intention. An efficient management system, friendly service staff, and a clean environment contribute to positive visitor perceptions, thereby increasing their likelihood of returning.
Recreational experience is a key factor influencing tourists' psychology and behavior. The rich natural and cultural resources of Shimen Reservoir provide visitors with diverse sensory and emotional experiences, such as relaxation and strengthened family interactions. A positive recreational experience not only deepens tourists' favorable impressions of the destination but also enhances their revisit loyalty. However, if service quality does not meet expectations, visitor satisfaction may decline, ultimately affecting their willingness to return.
This study finds a significant positive relationship between service quality and recreational experience, both of which jointly influence visitors' revisit intention. Therefore, scenic area managers should continuously optimize service quality, preserve the unique characteristics of the destination, and design more engaging experiential activities to enhance visitor satisfaction and loyalty, ultimately achieving the goal of sustainable development.