遊客對參加冒險旅遊之動機與滿意度之研究－以秀姑巒溪泛舟為例

Motivations and Satisfaction of Adventure Tourism Visitors: A Study of Whitewater Rafting at Hsiu-Ku-Luan River

10.6267/JTLS.2002.8(2)8

許義忠(Yi-Chung Hsu)

泛舟動機 ； 遊客滿意度 ； 重要性與績效分析 ； 期望理論 ； Whitewater rafting motivation ； satisfaction ； importance performance analysis

觀光研究學報

8卷2期（2002 / 12 / 01）

115 - 130

繁體中文

本研究係針對秀姑巒溪泛舟遊客的動機及其滿意度之調查研究，藉此了解影響遊客滿意度的因子，進行遊客動機與滿意度相關性分析，並採用重要性與績效分析來評估泛舟業者經營上的優勢、弱點、機會、與威脅。八十九年六月至八月問於秀姑巒溪泛舟之遊客為本研究母體，抽樣方法採時間隨機抽樣，共抽出14天，獲得有效問卷1,482份。研究結果顯示泛舟遊客的特色為：年紀輕、教育程度高、收入低、以居住在北部地區居民為主。遊客泛舟動機可區分為「挑戰自我」、「寧靜離群」、「社交聯誼」、「放鬆自我」、與「崇尚自然」等五個構面。此外遊客對泛舟的滿意度大都持正面之評價。研究結論有四：(l)激流泛舟是範圍小且同質性頗高的市場，(2)不同泛舟公司遊客之特徵與滿意度均具有顯著差異，(3)泛舟遊客的需求、動機、與期望是不同的，(4)印證並支持「期望理論」。文末並就未來相關研究與業者經營管理提出建議。

The study intended to investigate visitor characteristics, motivations, visitor satisfaction, and factors that influence visitor satisfaction. The importance performance analysis technique was utilized to analyze strength, weaknesses, opportunities, and threats of whitewater outfitters. The study population was visitors who participated in whitewater rafting on Hsiu-Ku-Luan River between June and August of year 2000. Fourteen sampling days were selected. The on-site survey obtained 1,482 usable questionnaires. The results indicated that visitors were mostly young, highly educated, low income, and lived in northern Taiwan. Visitor motivations had 5 categories: 1) sensation seeking, 2) avoidance, 3) affiliation, 4) relaxation, and 5) nature. In general, visitors were satisfied with their whitewater rafting experience. Four conclusions were drawn: 1) the whitewater rafting market was smaller and homogenous, 2) visitor characteristics and their travel patterns were significantly different among outfitters, 3) needs, motivations, and expectations of visitors of different outfitters were different, and 4) the expectancy theory was supported. Suggestions were made for future studies and whitewater rafting outfitters.

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