遊憩體驗、滿意度與行為意圖之研究－以下坪植物園遊客為例

Study on the Relationship of the Recreation Experience, Satisfaction and Behavior Intension-A Case of the Visitors of Shia-Ping Botanical Garden

10.30064/QJCF.201103.0007

蘇秋君(Chiou-Jiun Su)；鄭欽龍(Chin-Long Zheng)；陳瑩達(Ying-Ta Chen)；林麗貞(Li-Chen Lin)

戶外遊憩 ； 植物園 ； 遊憩體驗 ； 滿意度 ； 行爲意圖 ； Outdoor recreation ； Botanical garden ； Recreation experience ； Satisfaction ； Behavior intention

中華林學季刊

44卷1期（2011 / 03 / 01）

73 - 86

繁體中文

在都市化的社會中，植物園在自然教育和休閒遊憩上兼具重要的功能。本文首先提出遊憩體驗模型，再以下坪植物園遊客爲對象，進行問卷調查，然後利用結構方程模式分析遊客的遊憩體驗、滿意度和行爲意圖之間的關係。研究結果顯示：對於在脫離、自然、學習和社會連結等遊憩動機上激發感愈高的遊客，其愉悅感和滿意度也愈高。愈感到滿意的遊客會再重遊和向親友推薦此園區的意圖愈明顯；然而，滿意度與遊客支付更多的意願無關。

Botanical gardens play important roles of both nature education and recreation in an urbanized society. The study first proposed a recreational experience model, and conducted a questionnaire survey on the visitors of Shia-Ping botanical garden, then applied the structure equation modeling to analyze the relationships among visitors' recreation experience, satisfaction and behavior intension. The study results indicated that a visitor with a higher level of arousal for recreational motivations of escape, nature, learning and social bonding had higher levels of pleasure and satisfaction. A more satisfied visitor had a positive intension on re-visiting the site and promoting it to friends and others; however, the level of satisfaction was not related to visitor's the willingness to pay more.