臺灣博碩士論文加值系統

本研究主旨在探究大鵬灣國家風景區在初期建設時遊客對海域遊憩活動之滿意度，因遊憩設施及活動類型各不同，因此以大鵬營區、青洲濱海遊憩區、小琉球風景區為三個獨立的研究基地，針對參與海域遊憩的遊客進行問卷調查，探討遊客對海域遊憩之滿意度情形及重遊意願，並訪談海域遊憩廠商瞭解其營運困難點。
研究問卷採用Likert五點量表，抽樣方法為便利抽樣，大鵬營區問卷有效樣本數388，問卷信度Cronbach's α值為0.92。青洲濱海遊憩區有效樣本數352，問卷信度Cronbach's α值為0.90。小琉球風景區問卷有效樣本數362，問卷信度Cronbach's α值為0.93。本研究採用SPSS 10.0統計軟體進行描述性統計、信度分析、獨立樣本T檢定、單因子變異數分析，最後再經由海域遊憩廠商的訪談，讓研究更有深度。
從遊客社經背景發現來大鵬灣國家風景區從事海域遊憩的遊客多為男性、未婚、青少年、高學歷、學生、較低所得及南部地區的遊客為主；旅遊特性以旅遊次數四次以上、交通工具為機車、旅遊資訊為親友告知、旅遊同伴以朋友同事為主；遊客的重遊意願皆高。三個遊憩基地海域遊憩活動滿意度最高分別為風帆、海岸木棧步道及潮間帶活動，遊憩硬體設施滿意度最高為步道設施維護及植栽綠化，而服務品質方面皆為停車便利性。
經由問卷統計數據及海域遊憩業者訪談內容，本研究提出下列建議：
1.行銷策略擴展至高收入、非學生，非南部地區之遊客。
2.增添適合親子活動之遊樂設施。
3.建議各業者把建築景觀有主題化的營造、佈置，並加強住宿、餐飲上的服務。
4.旅遊資訊管道多為觀光宣傳文宣跟親友告知，因此公部門應加強如網路或電視等行銷方式。
5.重遊意願高滿意度卻偏低可看出，大鵬灣國家風景區旅遊特色的獨特性與不可取代性，但遊憩硬體設施與服務品質須加強。
6.由業者訪談中可得知，法令上的解套是當下迫切要改善的。
7.建議公部門在遊憩區尚未完全建設完畢前，勿倉卒營運，以免造成以後遊客負面觀感，降低旅遊意願及破壞風景區整體意象。

The purpose of this research is to explore tourist’s coastal recreational satisfaction in the initial construction stage of Dapeng Bay National Scenic Area. Due to different types of recreational facilities and activities, three independent research bases, Dapeng Camping Area, Chingjhou Rest Area, Liouciou Scenic Area are decided. The research using questionnaire to investigate the tourists who participated coastal recreation to understand their coastal recreational satisfaction and revisiting willingness. Moreover, arrange interview with coastal recreation owners to find out their operating difficulties.
Research questionnaire use Likert five-point scale and convenient sampling method. The valid sample size in Dapeng Camping Area is 388. Reliability Cronbach’s α value is 0.92. The valid sample size in Chingjhou Rest Area is 352. Reliability Cronbach’s α value is 0.90. The valid sample size in Liouciou Scenic Area is 362. Reliability Cronbach’s α value is 0.93. This research use SPSS 10.0 statistic software to run descriptive statistic, reliability analysis, T-test and ANOVA. And after that through coastal recreation owner’s interview to make the research more profundity.
From questionnaire findings show tourists that participate coastal recreation in Dapeng Bay National Scenic Area mainly are male, single, teenager, high educated, students, low pay, living in southern Taiwan. Their travel traits show they have been here more than four times, by motorcycle, getting information from relatives and traveling with friends. Their revisiting willingness is high. In each research base, the highest coastal recreational satisfactions are: In activity are windsurfing, coastal wooden trail and tidal flat activity. In facility are trail maintenance and tree planting. In service is parking convenience.
Through the questionnaire and interview data concludes suggestions below:
1.Expanding promotion strategy in highly income, not student and habitation is not in south.
2.Increasing recreational facilities that suitable for both adult and child.
3.Suggest recreation owner construct facilities in theme. And enhance accommodation and food service.
4.Travel information sources depend on tourism advertising, relatives and friends. The administration should enhance promotion in internet or television.
5.High revisiting willingness and low satisfaction shows the unique and irreplaceable feature of Dapeng Bay National Scenic Area. But the recreation facility and service should be enhanced.
6.Deregulation is the most urgent thing to be improved from the point of view of coastal recreation owners.
7.Recommending administration not to operate before the recreation area well construct. It can avoid tourist’s negative impression, declining revisiting willingness and discrediting whole image and not to become negative public praise.

目　　錄
摘要 iv
英文摘要 v
誌謝 vi
目錄 vii
圖目錄 x
表目錄 xi
第一章 緒論 1
1.1 研究動機 1
1.2 研究背景 3
1.3 研究目的 5
1.4 研究限制 5
1.5 研究範圍 6
1.6 研究流程 8
第二章 文獻探討 9
2.1 國家風景區 9
2.2 海域遊憩之定義 13
2.3 滿意度相關理論 17
第三章 研究方法 28
3.1 研究架構 28
3.2 研究假設 28
3.3 基地概述 29
3.4 變項的操作型定義 43
3.5 研究工具 44
3.6 研究對象與抽樣方法 45
3.7 樣本設計 45
3.8 資料處理與分析 46
第四章 研究結果 48
4.1 遊客基本資料及旅遊特性分析 48
4.2 遊客海域遊憩滿意度分析 59
4.3 差異化分析 65
4.4 海域遊憩廠商業者訪談內容整理 82
第五章 結論與建議 85
5.1 結論 85
5.2 建議 90
參考文獻 93
附錄A大鵬營區問卷 97
附錄B青洲濱海遊憩區問卷 99
附錄C小琉球風景區問卷 101
附錄D海域遊憩廠商訪談逐字稿 103

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