海域遊憩產業顧客之休閒體與休閒滿意關係之研究─顧客參與中介角色探討

A Study on the Relationship between Leisure Experience and Leisure Satisfaction with the Taiwanese Coastal Recreational Industry's Customer-The Mediating Role of Customer Participation

10.6267/JTLS.2013.19(2)3

高瑞新(Rui-Hsin Kao)；何月妃(Yueh-Fei Ho)；高瑞鍾(Jui-Chung Kao)

海域遊憩產業 ； 休閒體驗 ； 顧客參與 ； 休閒滿意 ； coastal recreational industry ； leisure experience ； customer participation ； leisure satisfaction

觀光休閒學報

19卷2期（2013 / 08 / 01）

151 - 177

繁體中文

本研究以台灣的海域遊憩產業顧客為研究樣本，目的在於探討休閒體驗與休閒滿意間的關係，以及顧客參與在此關係間的中介效果。本研究成功地訪問231位從事海域遊憩活動的顧客，以敘述性統計、Pearson相關分析與結構方程模式等統計方法，檢測與驗證假設結果。研究結果獲得以下之結論：（1）休閒體驗對顧客參與及休閒滿意有正向之影響；（2）顧客參與對休閒滿意有正向之影響；（3）休閒體驗可透過顧客參與間接地影響休閒滿意。本研究並建議海域遊憩產業之業者，應結合在地文化，舉辦各種海域休閒活動，以促進顧客的美好體驗；並且透過顧客參與，如結合民間社團，擴大辦理公益活動，同時整合鄰近各景點的遊憩資源，以讓顧客體驗海域休閒有別於其他休閒活動之特性。

Using customers of Taiwanese coastal recreation industry, this study aims to investigate the relationship between leisure experience and leisure satisfaction. The mediating effect of customer participation is also explored in this study. Two hundred and thirty-one customers from three Taiwanese coastal recreational firms were interviewed in this study. Descriptive statistics, Pearson analysis and SEM were used to analyze and verify the hypotheses. It was found that leisure experience has a positive effect on customer participation and leisure satisfaction. It was also found that customer participation has a positive effect on leisure satisfaction. Leisure experience was also found to have a positive effect on leisure satisfaction through the mediation of customer participation. This study recommends that the coastal recreational industry integrate local culture, by holding various coastal leisure activities in order to provide the customer with memorable experiences. Furthermore, in order for the customers to experience coastal leisure activities, the industry could focus on participation, such as cooperating with civil groups, holding more events, and integrating nearby recreational resources. Implications and future development are discussed.

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