陽明山花季期間遊客旅遊意象、滿意度與重遊意願之研究

Abstract

近年來隨著社會經濟繁榮與發展，休閒旅遊儼然成為現代人生活的一部分。在觀光效益上，觀光人數每年平均以10％～30％的速度成長，預估2020年觀光人數將達到16億人次，其中更以自然取向的旅遊方式為觀光客的首選。以臺灣熱門觀光景點為例，陽明山國家公園在地理位置緊鄰大臺北都會區，每年創造超過1,200萬人次的遊客人潮，其中又以能吸引百萬人次上山賞花的「陽明山花季」最具代表。本研究目的在瞭解陽明山花季期間遊客背景與特性，並針對遊客對陽明山花季之旅遊意象、滿意度與重遊意願上的影響與相關情形，採用問卷調查法方式，以陽明山花季期間遊客滿12歲以上的遊客為研究對象，共收集451份有效問卷，運用描述性統計、獨立樣本t檢定、單因子變異數分析與相關分析等統計方法進行資料處理與分析。結果發現陽明山花季期間遊客背景以女性、21-30歲之間、未婚且具有大專以上學歷、學生、家庭平均月收入20,000元以下且居住在臺北縣市的遊客居多；在旅遊特性上，以今年第一次到訪陽明山、賞花平均花費500元以下、賞花同伴為朋友居多、交通工具以搭乘花季專車為主，賞花訊息透過電視廣播最多；陽明山花季期間遊客在旅遊意象、滿意度與重遊意願具有高度相關，部分構面具有顯著差異；旅遊意象、滿意度與重遊意願具有高度相關。 本研究建議主辦單位針對遊客背景與特性；在宣傳上，善用網路管道；在活動設計上，多設計具互動性與知性議題的活動，如自然景觀與動植物介紹；此外，在花季專車應規劃出機動性的派車模式，避免遊客等候過久與滿載遊客的花季專車，穿梭在山區道路險象環生；在景點規劃上，評估設置紀念品專區的可行性，避免遊客受到攤販任意哄抬價格的情況發生；畢竟陽明山是大臺北地區民眾與國內外觀光遊客的熱門景點，惟有透過更完善的規劃，才能讓賞花活動能延續與提高服務品質。The objective of the national park in Taiwan is to protect its unique natural landscapes, wildlife and historical sites, as well as provide its people with recreation and research opportunities. Popular tourist attractions in Taiwan, for example, Yangmingshan National Park is located next to the Taipei metropolitan area, creating more than 1,200 million of visitors per year, the Yangmingshan Flower Season which may bring millions of people up the mountain is the most representative. The purpose of this study was to understand the background of Yangmingshan and characteristics of tourists during the flowering season and to explore the impact between the image of Yangminshnag, satisfaction and intention to revisit for the tourists by questionnaire survey among the Yangmingshan Flower Season Visitors over 12years of age A total of 451 valid questionnaires were collected, using descriptive statistics, independent sample t test, ANOVA analysis and related statistical methods for data processing and analysis. And made the following conclusions: Yangmingshan flower season tourists during the background to women between the bracket of 21 to 30 years old, unmarried and have a college education, students, the monthly average income of household is 20,000 NT dollars and who live in Taipei City and County are the majority; for the visiting characteristics of the visitors who visit the Yangmingshan first time this year, the average cost is500 NT dollars, and are usually accompanied by friends, and they are mostly transported by Flower Season Shuttle Bus. The information of Flower Season are usually seen from television; and there are highly relevance betwwen the tourist image, satisfaction and revisiting willingness, there are also significant differences between some dimensions; Tourism Image, Satisfaction and RevistingWillingness is highly relevant. This study suggests that the organizers should aimfor the background and characteristics of tourists; in propaganda, make the best use of the internet channel; design more activities with intellectual topics and interactive content, such as the introduction of natural landscape, flora and fauna; In addition, there should be a mobile mode for the Flower Season Shuttle Bus, to avoid the long waiting of the touristsand to prevent a the fully loaded bus be driven in the mountain path; for the planning of scenic spots, the feasibility to set a souvenir area shoud be estimated to avoid the vendors to drive up the prices. After all, Yangmingshan is one of the most popular visiting spots for tourists from Taiwan and abroad, a better plan and design ought to be the best way to last Flower Season and to enhance the service quality.