景點意象與遊憩滿意度關係之研究－以新竹市17公里海岸線自行車道爲例

A Study of the Relationships between Destination Image and Recreation Satisfaction at Hsinchu City 17 km Coastline Scenic Bikeway

10.6213/JLRIM.2011.4(1)4

許建民(Chien-Ming Hsu)；鄭硯青(Yen-Ching Cheng)

自行車道 ； 景點意象 ； 遊憩滿意度 ； 典型相關 ； bikeway ； destination image ； recreation satisfaction ； canonical correlation

休閒產業管理學刊

4卷1期（2011 / 04 / 01）

57 - 71

繁體中文

本研究的主要目的在瞭解遊客對17公里海岸線自行車道的景點意象與遊憩滿意度的感受程度，同時探討景點意象與遊憩滿意度間之關係。以至新竹市17公里海岸線風景區自行車道騎乘自行車的遊客爲研究對象，採便利取樣方式，分平日與假日上、下午時段於3處定點對騎乘自行車的遊客進行調查。總計發出450份問卷，有效問卷407份。調查工具包含遊客特性、景點意象和遊憩滿意度三個部分。以描述性統計及典型相關對所得之資料進行分析。結果發現，受訪遊客對該自行車道的景點意象以主題特色最深，而在遊憩滿意度方面則對自然環境的評價最高；以5個景點意象與5個遊憩滿意度因素進行典型相關分析，共計萃取出3對典型因素。其中，第一對典型因素顯示出遊客對17公里海岸線自行車道的整體意象對整體滿意度的影響；第二對典型因素顯示與自行車騎乘有關的意象和一般遊憩意象對特定遊憩滿意度的影響；第三對典型因素則顯示出特定景點意象對特定遊憩滿意度的影響。最後，根據本研究之發現，給該景點提供管理及行銷之建議。

The puporse of this study was to understand the destination image and recreation satisfaction which visitors perceived at Hsinchu City 17 km coastline scenic bikeway and explore the the relationships between destination image and recreation satisfaction simultaneously. Convenience sampling process was used to collect data during weekdays and weekend days. Out of 450 questionnaires returned, 407 of them were valid. There were three parts in investigation instrument included visitor's demographic, destination image, and recreation satisfaction. The researcher used descriptive statistics and canonical correlation to analysis data. Empirical results indicated that the destination image of 17 km coastline scenic bikeway was high on ”theme character” and the ”natural environment” had the highest performance evaluation for recreation satisfaction. Through canonical correlation analysis, this study found that five destination image subscales and five recreation satisfaction subscales extracted three canonical factors. The first canonical factor revealed that the effects of whole destination image they perceived on whole recreation satisfaction they derived. The second canonical factor revealed that the effects which images related to ride bicycle and general recreation images on specific domains of recreation satisfaction. The third canonical factor revealed that the effects of specific domains of destination image visitors perceived on specific domains of recreation satisfaction. Based on the result above, management and marketing implications are suggested for destination.

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