國中生隔宿露營活動體驗內容、體驗效益對體驗滿意度之影響
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2010
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Abstract
本研究旨在探討學生校外教學的休閒體驗活動中，有關休閒體驗活動內容及體驗效益對體驗滿意度之影響，本研究以體驗行銷的五個構面及體驗品質五個構面探討活動的內容及活動的效益；欲透過實證研究得知，隔宿露營活動業者提供的資源及學生活動，探討對體驗滿意度之影響。研究對象為一所國中八年級全體參加校外教學之學生，共計614人，研究時間為2010年3月12日~19日，研究方法則使用問卷調查法了解國中生休閒體驗活動體驗行銷、體驗品質與體驗滿意度相關性，並以描述統計、典型相關分析、皮爾遜積差相關分析、逐步迴歸分析來進行統計分析，研究結果如下：
一、 隔宿露營活動學生之體驗內容與體驗品質有明顯的正向關係。
二、 隔宿露營活動的體驗品質與滿意度有明顯的正向關係。
三、 隔宿露營活動學生之體驗內容與滿意度有顯著的相關存在。
四、 隔宿露營活動學生所感受之體驗內容與體驗品質對滿意度方面有顯著的影響。
基此，本研究建議未來學校辦理校外教學時，著重運用體驗行銷的策略、體驗品質的概念，進而提升體驗的滿意度。
The purpose of the research was to investigate the influences of the leisure activity’s experiencing contents and benefits on the experiencing satisfaction in junior high school students’ leisure experiencing activity in outdoor education. The research explored the activity contents and benefits based on the five dimensions of experiencing marketing and the five dimensions of experiencing quality. By the empirical study, we wanted to find out the influences between the overnight camping activity resources provided by the organizer and students’ participation on the experiencing satisfaction. The target audiences were a total of 614 eighth grade students who participated in the overnight camping activity and the research date was from 12th to 19th March 2010. The questionnaire approach was employed in this study with a view to finding out the relationship among experiencing marketing, experiencing quality and experiencing satisfaction after the overnight camping activity. The data were analyzed by using descriptive statistics, canonical correlation analysis, Pearson product-moment correlation, and stepwise multiple regression analysis. The main results of this research were as follows: 1. The experiencing contents and experiencing quality of students’ overnight camping activity has a significant positive influence. 2. The experiencing quality and experiencing satisfaction has a significant positive influence. 3. There is close relation between the experiencing contents and satisfaction in students’ overnight camping activity. 4. There is significant influence on satisfaction of the contents and quality which students experienced in the overnight camping activity. Therefore, based on the above results, in order to enhance students’ experiencing satisfaction, this research suggests that the strategy of utilizing experiencing marketing and the concept of experiencing quality could be emphasized for the school to organize the outdoor education activities in the future.
The purpose of the research was to investigate the influences of the leisure activity’s experiencing contents and benefits on the experiencing satisfaction in junior high school students’ leisure experiencing activity in outdoor education. The research explored the activity contents and benefits based on the five dimensions of experiencing marketing and the five dimensions of experiencing quality. By the empirical study, we wanted to find out the influences between the overnight camping activity resources provided by the organizer and students’ participation on the experiencing satisfaction. The target audiences were a total of 614 eighth grade students who participated in the overnight camping activity and the research date was from 12th to 19th March 2010. The questionnaire approach was employed in this study with a view to finding out the relationship among experiencing marketing, experiencing quality and experiencing satisfaction after the overnight camping activity. The data were analyzed by using descriptive statistics, canonical correlation analysis, Pearson product-moment correlation, and stepwise multiple regression analysis. The main results of this research were as follows: 1. The experiencing contents and experiencing quality of students’ overnight camping activity has a significant positive influence. 2. The experiencing quality and experiencing satisfaction has a significant positive influence. 3. There is close relation between the experiencing contents and satisfaction in students’ overnight camping activity. 4. There is significant influence on satisfaction of the contents and quality which students experienced in the overnight camping activity. Therefore, based on the above results, in order to enhance students’ experiencing satisfaction, this research suggests that the strategy of utilizing experiencing marketing and the concept of experiencing quality could be emphasized for the school to organize the outdoor education activities in the future.
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校外教學, 滿意度, 體驗行銷, 體驗品質, Outdoor education, Satisfaction, Experiencing Marketing, Experiencing Quality