惠蓀林場及新化林場遊客滿意度及忠誠度之比較

A Comparison of Tourists' Satisfactions and Loyalty between Huisun Forest Station and Hsinhua Forest Station

10.29898/SHBQ.200912.0004

林美伶(Mei-Ling Lin)；顏添明(Tian-Ming Yen)；李介祿(Chieh-Lu Li)

滿意度 ； 忠誠度 ； 惠蓀林場 ； 及新化林場 ； Satisfaction ； loyalty ； Huisun Forest Station ； Hsinhua Forest Station

林業研究季刊

31卷4期（2009 / 12 / 01）

41 - 53

繁體中文

本研究的目的在於比較兩種不同類型森林遊樂區之遊客客滿意度及忠誠度，此兩類遊樂區分別爲中海拔森林類型的惠蓀林場與屬於低海拔森林類型的新化林場，採用相同問卷調查兩研究區域之遊客，惠蓀林場及新化林場分別獲得346份及218有效問卷。研究所得結果顯示：(1)惠蓀林場遊客類型以21-50歲的青壯年爲主，旅遊次數以第一次最多，而新化林場遊客類型以41歲以上的中、老年爲主，旅遊次數以四次以上最多。(2)影響惠蓀林場遊客忠誠度的主要因素包含自然環境滿意度、社會環境滿意度、活動設施滿意度、目前居住地及重遊情形。而新化林場則爲經營管理滿意度、活動設施滿意度及目前居住地。

The purpose of this study was to compare tourists' satisfaction and loyalty in two different forest recreation settings, i.e., Huisun Forest Station with medium elevation forest type and Hsinhua Forest Station with low elevation forest type. Same questionnaires were used for the two settings and, totally, 346 and 218 usable questionnaires were obtained from Huisun and Hsinhua Forest Station, respectively. The results showed: (1) in terms of the demographic attributes, most of the tourists who visited the Huisun Forest Station were younger, and first time visitors. On the other hand, most of the tourists who visited the Hsinhua Forest Station tended to be older, and visited more than four times. (2) The tourists' loyalty was significantly affected by environment satisfaction, society satisfaction, facilities satisfaction, tourists' habitation and visited times for the Huisun Forest Station. Whereas, the tourists' loyalty was significantly affected by management satisfaction, facilities satisfaction, and tourists' habitation for the Hsinhua Forest Station. Discussion of findings and management implications were also provided.