民眾對淡水漁人碼頭環境識覺、滿意度與行為意向之研究

Abstract

隨著經濟發展與觀光政策推動，民眾對休閒遊憩需求度提高，淡水漁人碼頭是轉型為多功能漁港的成功案例，加上附近淡海輕軌站串聯重要點位，將吸引更多觀光人潮，因此本研究透過環境識覺的理論觀點，探討到訪民眾與碼頭的人地關係，討論不同民眾屬性在淡水漁人碼頭的環境識覺、滿意度與行為意向的現況與差異性，以及民眾環境識覺、滿意度及行為意向的相關性。共計回收420份有效問卷，資料分析採用描述性統計、平均數差異檢定及皮爾森相關分析。研究發現民眾在環境識覺、滿意度與行為意向皆為正向評價。在民眾屬性差異比較中，發現不同年齡與職業在環境識覺上有顯著差異，不同性別、年齡、教育程度與職業在滿意度上有顯著差異，不同年齡、職業與到訪次數在行為意向上有顯著差異。環境識覺與滿意度為正相關，環境識覺與行為意向為正相關，滿意度與行為意向為正相關。研究建議為可以提供更多元的解說導覽媒材，並且改善交通工具、周邊設施滿意度，強化民眾建議提供管道。研究結果可提供經營管理單位、其他漁港參考，以及後續學術利用。Leisure and recreation demand has risen due to the promotion of economic development and tourism policies. Tamsui Fisherman's Wharf is a successful case of transformation into a multi-functional fishing port. In addition, the nearby Danhai Light Rail Station connects essential points, which will attract more tourists. Therefore, through the theoretical point of view of environmental perception, this research explores the relationship between visitors and the wharf and discusses the differences in environmental perception, satisfaction, and behavioral intentions of different people's attributes in Tamsui Fisherman'sWharf. As well as the correlation among people's environmental perception, satisfaction, and behavioral intention. A total of 420 valid questionnaires were recovered, and the data were analyzed by descriptive statistics, mean difference test, and Pearson correlation analysis. The study found that people's environmental perception, satisfaction, and behavior intention were all positive evaluations. In the comparison of people's attribute differences, it is found that there are significant differences in environmental perception between different ages and occupation categories. There are significant differences in satisfaction between different genders, ages, education levels, and occupational categories. And there are significant differences in behavioral intention between ages, occupation categories and number of visits.There is a positive correlation between environmental perception and satisfaction, a positive correlation between environmental perception and behavioral intention, and a positive correlation between satisfaction and behavioral intention. Providing more diverse guide materials, improving transportation and surrounding facilities, and improving public feedback channels are recommended. This research results can be used by management units, other fishing ports, and by academic institutions in the future.