Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/89248
標題: 整合擁擠度知覺至遊憩服務品質量測-以武陵遊憩區為例
Integrating Crowding Perceptions to Recreation Service Quality Measures –The Case of Wuling Recreation Area
作者: Wei Cheng
成瑋
關鍵字: 社會承載量;擁擠度知覺;遊憩服務品質;戶外遊憩;social carrying capacity;crowding perception;recreation service quality;outdoor recreation
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摘要: 
摘要

  服務品質已於不同產業中扮演重要之角色,此概念不僅適用於服務業,對戶外遊憩亦是如此。服務的本質是無形與有形兼具,不易標準化和規格化;由於從事休閒遊憩的人口日增以及環境保護議題日漸成為主流的意識,森林遊樂,在意義上更是如此,對遊客而言,森林資源是旅遊資源重要的一環,經營管理者除了提供優質的服務品質之外尚且必須顧及環境的永續平衡,如此尚能永續的提供遊憩使用。因此,有限度的利用資源,在戶外遊憩的管理上為一重要的基礎。而遊憩承載量理論的應用,可視為一種經營管理工具。此概念同時包括遊客之主觀心理層面知覺,即擁擠度知覺,此知覺亦為社會承載量的衡量指標之一,探討的是每位受訪遊客對其他的遊客在人潮數量空間的感知情形;相較於商業性的服務業,戶外遊憩更重視自然資源的價值,普遍遊客希望能得到充分能夠與自然互動之空間,讓身心能夠藉由自然環境得到舒展,戶外遊憩可以提供參與者一種孤獨感(Solitude)的感受,是以低密度(Low density)為基礎特質的活動,其影響所及,包括遊客對於設施使用、經營管理、資訊取得等服務面向。本研究旨在遊憩服務品質量測,加入社會心理層面的擁擠度知覺,一個離都會區較遠之中高海拔自然環境場域武陵遊憩區做為研究地點。本研究使用現地遊客問卷調查,樣本蒐集採便利性抽樣法。於2014年4至7月進行資料蒐集; 總共取得312份樣本,304份有效樣本,占總樣本97%。資料分析採量化統計方法,將擁擠度知覺加入遊憩服務品質的概念,以因素分析法歸納遊憩服務品質構面,並以不同的統計方法,如多元回歸和相關性分析以驗證因素分析所得構面之信度和效度。結果顯示遊憩服務品質量表歸納出五個因素構面,具有一定程度上信度與效度。以此基礎發展出屬於國內自然遊憩區服務品質指標,並且同時具備擁擠度知覺的量測功能之服務品質量表以提供日後經營管理單位與更多相關研究者此類議題之參考。

Abstract
Service quality is a concept not only highly concerned by business but also recreation and park sector. In the natural based recreation studies, service quality should be different from those commercial studies. Due to people increasingly participating in outdoor recreation activities, managers not only need to be responsible to provide high service quality to their visitors, but also to care about the environment for sustainable management.Especially in the context of forest recreation,forest resources are both part of recreation resources and essentially important for visitors.
  Accordingly, the application of social carrying capacity methods to limit use is regarded as a tool in forest recreation management. Also, crowding perception is regarded as one of the ways to measure the social carrying capacity in forest recreation. People who take part in forest recreation activities are different from those who take part in commercial or urban recreation activities. Forest recreation in essence is a sort of low density recreation which can provide participants a sense of solitude experience. The purpose of this study was to integrate the concept of crowding perception and total capacity control into the service quality measure in a remote forest recreation area. I selected Wuling farm and forest park as the setting in my research. The on-site questionnaire surveys were used for data collection.There were 312 subjects were surveyed in this research, and resulted in 304 usable questionnaires. Factor analyses were employed to identify interpretable factors for the combining service quality and crowding measures. Different statistical analyses such as multiple regression and correlation analysis were applied to verify the factors validity and reliability. The results showed five factors derived from the recreation service quality measures and these five factors possessed acceptable reliability and validity.The implication for niche recreation management was also provided.
URI: http://hdl.handle.net/11455/89248
Rights: 同意授權瀏覽/列印電子全文服務,2016-02-03起公開。
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