探索陽明山花季賞花遊客之調適行爲

Exploring Visitors' Coping Behaviors of the Yang Ming Shan Flower Festival

10.6130/JORS.2008.21(1)2

王正平(Cheng-Ping Wang)

擁擠 ； 遊憩衝突 ； 滿意度 ； 調適行爲 ； crowding ； recreation conflict ； satisfaction ； coping behavior

戶外遊憩研究

21卷1期（2008 / 03 / 01）

27 - 50

繁體中文

本研究之目的在探討陽明山花季賞花遊客在面臨壓力（擁擠和遊憩衝突）時所採取的調適行爲，以及壓力、調適行爲及滿意度三者間的關聯性。根據文獻，遊客在面臨遊憩品質下降時，採取的調適策略包含參與替代、合理化及產品轉移。研究結果顯示六成（含）以上的受訪者於賞花過程中知覺到交通擁塞、人潮擁擠及遊憩衝突，但受訪者的整體滿意度仍高於中間值。遊客知覺到的壓力程度與滿意度呈負向關聯；遊客知覺到的壓力程度不同所採取的調適策略亦有所不同；採用行爲調適策略傾向與滿意度呈負向關聯，而認知調適策略與滿意度並無顯著關聯性。根據研究結果，本研究建議資源管理單位應重視遊客在面臨遊憩品質下降時所採取的調適策略；因這些調適策略會導致遊客離開該遊憩區，或透過認知上的調整來維持滿意度，進而造成遊憩體驗類型的改變，因此目前現地調查所得的滿意度可能誤導經營管理者對遊憩品質的認知。

When recreational participants have negative experiences, such as crowding and recreation conflicts, coping behaviors may be adopted to cope with those negative experiences. The purposes of this study were to investigate visitors' coping behaviors during the Yang Ming Shan Flower Festival, and explore the relationships among stress, coping behaviors, and satisfaction. Based on literature, the recreational coping strategies include displacement, product shift, and rationalization. The study results indicated that over 60% of visitors perceived traffic congestion, crowding, or recreation conflict, but the mean of satisfaction is still higher than the intermediate. Stress negatively correlates with satisfaction; visitors with different stress levels adopt different coping strategies; in addition, intention of behavior coping strategies negatively correlate with satisfaction and cognitive coping strategies do not significantly correlate with satisfaction. Based on the study results, it was suggested that resource managers should note how visitors cope with negative experiences and on-site satisfaction surveys are not a good indicator of recreational quality, because the on-site surveys cannot reach those visitors who have adopted place displacement and visitors may maintain their satisfaction though cognitive coping strategies. Therefore, managers may misunderstand the recreational quality, which may end with the resources becoming worse.

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