不同森林浴場遊憩服務品質要素屬性之研究

Abstract

森林浴是利用森林環境的一種健康休閒方式。為建構高品質的森林浴體驗，增進遊客之滿意程度，本研究目的在探討不同森林浴場其遊憩服務品質要素之屬性。並依自然環境、硬體設施、社會互動三方面建構森林浴23項服務品質要素項目之定位，將森林浴場分為都會區與郊外區並以瀑布及建議樹種的有無作為場域的分類，以現地遊客為對象進行問卷調查，抽樣方式採配額抽樣，總計回收有效問卷327份以狩野模式與卡方考驗分析。結果顯示：一、遊客女性略多於男性，年齡以49~64歲為主，教育程度多為大學 (專) 及研究所 (以上) ，以居住於北部地區的專業人員最多，平均月收入為基本薪資三倍間 (約37,561~56,340元) ，旅行人數5人以下，多停留2小時以內，參與團體為家庭親戚旅遊並使用自用汽車前往，大多過去一年皆從未造訪。二、遊客對於芬多精樹種、登山周邊設施、緊急救援設施設備、及設施安全天然災害警示之品質項目最為重視。三、都會區可提供部分遊客參與靜態活動機會的服務。四、有瀑布區與無瀑布區須排除靜態活動機會，並於有瀑布區強化瀑布特質。五、有樹種地在整體品質項目上須維持服務的充足及增進遊客之滿意，無樹種地須做好寧靜之特質並推廣與加強遊客之認知；兩區皆須重視小眾客群的經營。六、有樹種與郊外有瀑布無樹種地則須強化瀑布特質；郊外區無瀑布有樹種地需特別提供住宿與餐飲；郊外區無瀑布有樹種須提供家人朋友陪同參與的機會；郊外區的有樹種地須提供芬多精陰離子濃度訊息及用心經營小眾族群於運動處方相關資訊之需求；在都會各區提供、郊外各區排除提示參與靜態活動機會也可增進部分遊客之滿意程度。建議：一、提供創新服務，並依區域特質開發小眾客群。二、加強推廣，強化遊客與環境之連結。

Forest bathing is defined as a healthy recreation on the forest. The main purpose of this study was to character the quality of forest bathing service elements among different areas. The scale of this study was constructed 23 items to measure forest bathing service elements from natural, physical and social environment approaches. The study applied quota sampling in which there were the waterfall or Phytoncid species in the metropolitan or suburban. The result of this research is as following: (1) The respondents were mostly female, the range of age from 49 to 64, and with at least bachelor or master degrees. Most of them lived in northern Taiwan and their occupations were professional staffs mainly; the average monthly income was from NT$37,561 to 56,340. In addition, the typify travel was with the family and the number of companion was less than 5, they usually drove their own cars and normally stayed 2 hours. However, most of them hadn’t visited any in the past few years. (2) It was important to provide the Phytoncid species and security-related facilities to the tourists. (3) the quality of meditation was the important element to the tourists in metropolitan area. (4) the waterfall was promoted a specialty in the recreational area. (5) In order to increase tourist satisfaction, considering the demand to special tourists and maintaining the quality was the significant in Phytoncid and no-Phytoncid species areas. (6) the quality of waterfall, accommodation, restaurant, activity opportunities, information of Phytoncid anion and prescription for exercise were play different roles in areas. The study suggested providing the new service and enhancing the link between tourists and environment be the way to rising the satisfaction of tourists.