大多數現代人身處在忙碌與緊張的都市叢林中，若閒暇之餘從事休閒活動，不但可使身體獲得休息，也有安定情緒的作用。風景區為一個適合全家出遊的遊憩地區，不但可以增進家庭成員間的情感，同時也能達到健身的目的。
本研究以大坑風景區為調查地區，採用問卷調查法，以大坑風景區的遊客為對象，調查大坑風景區的服務品質與遊客的休閒動機及滿意度，有效樣本為317份，將所得資料以描述性統計、T檢定、變異數分析、Pearson相關分析、集群分析及卡方檢定等統計方法進行分析。
本研究發現遊客休閒動機以「社交性」、「刺激－逃避」層面的動機最為強烈，
且對於滿意度「心理體驗」層面有較高的滿意度，顯示遊客的休閒動機與滿意度呈現顯著相關。遊客的不同特性在休閒動機、服務品質與滿意度有不同的認知感受。遊客所感受到的服務品質愈高，滿意度就愈高，重遊意願也愈高，推薦給親朋好友的意願也就愈高。分區問卷發放地點的調查結果在休閒動機與服務品質行前期望層面有顯著差異，顯示不同休閒動機的遊客會在此從事不同的活動，對於大坑風景區的期待度也會有顯著差異，然而在實際體驗後的滿意度則無區域上的不同。

Most modern people live a busy and stressful in the city concrete jungle. If people engage themselves in recreational activities in their spare time , they may have a rest both physically and mentally.A scenic area serves as a place that is appropriate for families to go on a tour.It can not only strengthen the bonds between the family members,but also achieve the goal of keeping it .
The purpose of the research was to investigate what the tourists thought of the service quality of the Dakeng Scenic Area, as well as the tourists’ leisure motivation and satisfaction.Three hunred and seventeen valid samples will be the data analyzed by descriptive statistics, T test, ANOVA, MANOVA, Pearson correlation analysis, cluster analysis and chi-square test.
The result of the research showed that the tourists’ leisure motivation was the highest in levels of "social" and "stimulus-avoidance".Besides, the satisfaction was higher in level of "psychological experience", which demonstrated that leisure motivation and satisfaction were significant correlated. Also, the tourists with different characteristics had different cognitive feelings in leisure motivation, service quality and satisfaction. The better the tourists felt about service quality, the higher the satisfaction. In this way they were more willing to revisit the area and recommend it to their friends and relatives.The results of partition survey site questionnaires showed that significant differences existed between leisure motivation and service quality in the expectation level, indicating that the tourists with different motivation were engaged in different activities in the scenic area, and there were significant differences in the expectation level. However, after the actual experience, no significant differences were found among different regions in the satisfaction level.

目 錄
目錄…………………………………………………………………………………Ⅰ
圖次…………………………………………………………………………………Ⅲ
表次…………………………………………………………………………………Ⅳ
第一章 緒論…………………………………………… 1
第一節 研究動機與背景……………………… 1
第二節 研究目的…………………………… 3
第三節 研究區範圍………………………………… 4
第四節 研究區概述…………………………………… 6
第五節 研究流程……………………………………………12
第二章 文獻回顧……………………………………………13
第一節 休閒動機理論與相關研究………………………13
第二節 服務品質之相關理論…………………………………19
第三節 滿意度之相關理論……………………………………26
第四節 服務品質與滿意度之相關探討……………………………34
第五節 休閒動機與滿意度之相關探討………………………37
第三章 研究方法……………………………………………………38
第一節 研究架構………………………………………………38
第二節 研究設計………………………………………39
第三節 資料處理……………………………………………41
第四節 預試分析…………………………………………………44
第四章 資料分析與討論………………………………………51
第一節 受訪遊客特性分析……………………………………51
第二節 大坑風景區遊客休閒動機、服務品質與遊客滿意度分析……59
第三節 不同遊客特性在休閒動機、服務品質與滿意度之差異情形……79
第四節 遊客休閒動機、服務品質與滿意度間之關係……………93
第五節 休閒動機與服務品質分析……………………………96
第六節 不同調查地區之滿意度分析………………………………..105
第五章 結論與建議………………………………………………..107
第一節 研究結論………………………………………………107
第二節 研究建議…………………………………………………116
第三節 後續研究建議…………………………………………120
參考文獻…………………………………………..121
中文部分…………………………………………………..121
英文部分…………………………………………………..124
附錄………………………………………… .130
一.大坑風景區遊客休閒動機、服務品質及滿意度預試問卷……………………130
二.大坑風景區遊客休閒動機、服務品質及滿意度正式問卷…………………….135
三.大坑風景區及問卷發放地點的地圖……………………………………………140
四.大坑風景區可從事的活動………………………………………………………141
五.大坑風景區的問題………………………………………………………………143

圖 次
圖1-1台中市行政區圖……………………………………………………………………4
圖1-2研究範圍……………………………………………………………………………5
圖1-3研究流程…………………………………………………………………………. 12
圖2-1 P.Z.B.之服務品質概念模型……………………………………………………..23
圖2-2 顧客滿意度概念關係圖………………………………………………………... 28
圖2-3 服務品質模型…………………………………………………………………... 36
圖3-1 研究架構圖………………………………………………………………………38
圖4-1 受訪遊客背景統計圖……………………………………………………………53
圖4-2 受訪遊客活動特性統計圖………………………………………………………57


表 次
表1-1 大坑地區坡度及坡向分布狀況統計表…………………………………………. 6
表1-2 大坑登山步道簡介 ………………………………………………………………8
表2-1 遊憩參與目的一覽表……………………………………………………………18
表2-2 P.Z.B.服務品質構面彙整表…………………………………………………... 24
表2-3 顧客滿意度理論背景……………………………………………………………31
表3-1 休閒動機預試項目分析表………………………………………………………45
表3-2 服務品質行前期望預試項目分析表……………………………………………46
表3-3 服務品質實際體驗預試項目分析表……………………………………………48
表3-4 滿意度預試項目分析表…………………………………………………………49
表4-1 受訪遊客背景分析表……………………………………………………………52
表4-2 受訪遊客活動特性分析表………………………………………………………56
表4-3 遊客休閒動機現況分析…………………………………………………………60
表4-4 休閒動機之因素分析與信度檢定表……………………………………………62
表4-5 服務品質行前期望分析表………………………………………………………64
表4-6 服務品質實際體驗分析…………………………………………………………66
表4-7 服務品質行前期望及實際體驗差距分析表……………………………………68
表4-8 服務品質行前期望因素分析與信度檢定表……………………………………71
表4-9 服務品質實際體驗因素分析與信度檢定表……………………………………74
表4-10 遊客滿意度現況分析…………………………………………………………..76
表4-11 遊客滿意度因素分析與信度檢定表…………………………………………..78
表4-12 性別在休閒動機、服務品質與滿意度之差異情形檢定表…………………..80
表4-13 遊客年齡在休閒動機、服務品質及滿意度之差異情形檢定表……………..81
表4-14 遊客教育程度在休閒動機、服務品質及滿意度之差異情形檢定表………..82
表4-15 遊客職業在休閒動機、服務品質及滿意度之差異情形檢定表……………..83
表4-16 遊客居住地在休閒動機、服務品質及滿意度之差異情形檢定表…………..84
表4-17 遊客月所得在休閒動機、服務品質及滿意度之差異情形檢定表…………..85
表4-18 遊客家庭狀況在休閒動機、服務品質及滿意度之差異情形檢定表………..86
表4-19 遊客來訪次數在休閒動機、服務品質及滿意度之差異情形檢定表………..87
表4-20 遊客來訪時間在休閒動機、服務品質及滿意度之差異情形檢定表………..88
表4-21 遊客交通工具在休閒動機、服務品質及滿意度之差異情形檢定表………..90
表4-22 遊客同行對象在休閒動機、服務品質及滿意度之差異情形檢定表………..91
表4-23 遊客停留時間在休閒動機、服務品質及滿意度之差異情形檢定表………..92
表4-24 休閒動機與服務品質行前期望之相關情形表………………………………..93
表4-25 服務品質行前期望與實際體驗之相關情形表………………………………..94
表4-26 服務品質實際體驗與滿意度之相關情形表…………………………………..95
表4-27 休閒動機與滿意度之相關情形表……………………………………………..95
表4-28 休閒動機分組正確率交叉表…………………………………………………..96
表4-29 休閒動機分析表………………………………………………………………..96
表4-30 不同休閒動機程度在服務品質與滿意度多變量分析表……………………..97
表4-31 從事活動與休閒動機集群之獨立性分析……………………………………..98
表4-32 休閒動機集群與不同遊客特性之獨立性分析………………………………..99
表4-33 服務品質實際體驗正確率交叉表……………………………………………101
表4-34 服務品質實際體驗之多變量分析……………………………………………101
表4-35 不同服務品質實際體驗分組之多變量分析表………………………………102
表4-36 服務品質實際體驗集群與不同遊客特性之獨立分析………………………103
表4-37 不同調查地區在休閒動機、服務品質與滿意度分析表…………………….106

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