國家森林遊樂區遊客特性對服務重要性影響之研究
Abstract
為提升國家森林遊樂區服務品質，本研究之目的為了解國家森林遊樂區遊客特性對服務重要性之影響。本研究配合行政院農業委員會林務局「tfbs-98021-國家森林遊樂區服務創新與精進計畫」，針對國家森林遊樂區現地遊客及潛在遊客，以配額抽樣之方式進行調查。調查時間從2009年10月至12月，總計回收樣本1919份。將所得資料以統計方法分析後，得到以下結果：一、受訪者女性略多於男性，平均年齡約為36歲，約8成遊客受過大專（大學）及研究所（以上）教育，超過半數居住於北部，職業以專業人員居多，將近半數的個人平均月收入介於17,001元-34,000元及34,001元-51,000元，有6成受訪者過去一年有重遊經驗，同伴人數最多介於1~5人，將近半數受訪者有現地體驗之經驗。此外，學生集群超過半數無現地體驗經驗。二、國家森林遊樂區可提供的服務當中，受訪者認為基本服務中之「規範行為」最為重要，而特殊服務中之「釣魚活動」則普遍被受訪者認為是最不重要的服務。整體來說，受訪者認為基本服務重要性為最高，其次依序為額外服務以及特殊服務。此外，受訪者較偏好簡單便利的餐飲型式，而受訪者對於住宿型式偏好則相當接近。三、不同遊客特性受訪者之主要需求皆為基本服務；國家森林遊樂區高社經地位集群比學生集群重視基本服務；擁有造訪經驗的受訪者比無造訪經驗的受訪者還重視基本服務以及額外服務；擁有不同同伴人數的受訪者的在各項服務重視程度相近；現地遊客比潛在遊客重視基本服務、額外服務以及特殊服務。根據研究結果，本研究建議相關單位發展符合服務思維理念之服務、重視重遊經驗遊客之需求、整合外部期待與內部溝通，並發展市場區隔之行銷策略，藉以提升國家森林遊樂區之服務品質。
In order to improve service quality of National Forest Recreation Areas (or NFRAs), the goal of the study was to understand the influence of tourist characteristics toward service importance of NFRAs. The investigation began from October to December, 2009, and 1919 samples were collected. After the data was analyzed, results of the study were: 1. Female respondents were more than male ones; the average age was 36; about 80% of them had bachelor or master degrees; over half of respondents lived in northern Taiwan; the rate of professional staffs was higher than other professions; near half of respondents had average monthly income in the range from NT$ 17,000 to 51,000; 60% of respondents had experiences of revisiting; most of respondents’ number of companion was 1~5 persons; over 50% of student cluster did not had on-site experiences. 2. The most important service was basic service, and the least important one was special service. Furthermore, respondents preferred the simple and convenient dining type, and preference for the accommodation type was general. 3. The main demand of respondents with different tourist characteristics was basic service. High socioeconomic status cluster had more demands on basic service than student cluster; respondents with visit experiences had more demands on basic and additional service; on-site tourists had more demands on basic, expanded and special service than off-site tourists. Suggestions of the study were to develop services according to service concept, integrate external expectation and internal communication, and develop marketing strategies.
In order to improve service quality of National Forest Recreation Areas (or NFRAs), the goal of the study was to understand the influence of tourist characteristics toward service importance of NFRAs. The investigation began from October to December, 2009, and 1919 samples were collected. After the data was analyzed, results of the study were: 1. Female respondents were more than male ones; the average age was 36; about 80% of them had bachelor or master degrees; over half of respondents lived in northern Taiwan; the rate of professional staffs was higher than other professions; near half of respondents had average monthly income in the range from NT$ 17,000 to 51,000; 60% of respondents had experiences of revisiting; most of respondents’ number of companion was 1~5 persons; over 50% of student cluster did not had on-site experiences. 2. The most important service was basic service, and the least important one was special service. Furthermore, respondents preferred the simple and convenient dining type, and preference for the accommodation type was general. 3. The main demand of respondents with different tourist characteristics was basic service. High socioeconomic status cluster had more demands on basic service than student cluster; respondents with visit experiences had more demands on basic and additional service; on-site tourists had more demands on basic, expanded and special service than off-site tourists. Suggestions of the study were to develop services according to service concept, integrate external expectation and internal communication, and develop marketing strategies.
Description
Keywords
國家森林遊樂區, 遊客特性, 服務, National Forest Recreation Areas, tourist characteristics, service