滑雪旅遊體驗、滿意度與行為意向之研究

Abstract

本研究之目的為探討滑雪旅遊參與者在參與過程中得到之體驗、產生之滿意度與其行為意向間之關係，本研究以出國滑雪團體行程參與者為對象，採量化方式進行調查，研究工具包括體驗量表、滿意度量表、行為意向量表與參與特性問卷，以立意抽樣法，於2012年2至3月間蒐集397份有效問卷。以PASW statistics 18.0 for Windows 統計套裝軟體進行描述性統計、獨立樣本t檢定、單因子變異數分析、Scheffè事後考驗、皮爾森積差相關分析與一般多元迴歸分析法進行資料處理與分析。研究結果與結論為： 一、 滑雪旅遊參與者在性別比例上接近 (男52.7%、女47.3%)，主要為未婚參與者，年齡層在21到50歲，個人月收入在4萬元以上，參與次數以重複參與居多，同行者多為家人或朋友，滑雪旅遊資訊多以口碑宣傳方式獲得。 二、 體驗構面中，參與者的感官體驗程度最高，其次是新奇體驗。不同參與者性別、年齡層、個人月收入、參與次數與參與同伴在體驗上具有顯著差異；不同性別、婚姻狀況、個人月收入與前往國別在滿意度上具有顯著差異；不同性別、婚姻狀況、年齡層與個人月收入在行為意向的忠誠度構面上具有顯著差異 三、 體驗、滿意度與行為意向的忠誠度與內部反應之間具有顯著的正向相關，感官、情感、新奇體驗以及行程滿意度、教練滿意度對行為意向之忠誠度具有顯著預測力，解釋變異量為51%。 本研究建議滑雪旅遊業者用心開發高水準的滑雪場地，提供渡假享受的氛圍，使顧客感受到消費的價值，此外，加強帶團教練的專業服務，在行程中適當地針對不同族群旅客加入一些變化，為參與者創造歡樂的回憶，以提升滑雪旅遊的口碑與知名度。The purpose of this study was to understand the relationship among experience, satisfaction and behavior intention of participators during the package ski tours. This study aimed at package ski tour participants, which used the scale of experience, satisfaction and behavior intention, and questionnaire of demographics as study tool to collect 397 valid data by using purposive sampling from February to March, 2012. Descriptive statistics, independent t-test, one-way ANOVA, Scheffè post hoc comparison, Person’s correlation analysis, and multiple linear regression analysis were used to analyze the data with PASW statistics 18.0 for Windows. The results followed: 1. The percentage of gender participation was close between male (52.7%) and female (47.3%). Most of the participants were not married, aged between 21 to 50 years old, and earned above 40,000 NT dollars per month. They participated mostly over 1 time, joined with their family or friends, and got information of ski tour from word-of-mouth. 2. Among the dimensions of experience, scores of “sense” was the highest and “novelty” was the next. Different participators’ genders, ages, monthly incomes, participating times and accompanying partners showed significant difference on the experience. Different participators’ genders, marital statuses, monthly incomes and countries of tour showed significant difference on the satisfaction. Different participators’ genders, ages, marital statuses and incomes showed significant difference on the behavior intention. 3. Experience, satisfaction, and loyalty and internal response in behavior intention had positive correlation. There was 51% level of prediction in behavior intention by sense experience, feel experience, novelty experience, trip satisfaction, and instructor satisfaction. Suggestions for package ski tour planners are to make more effort to explore high quality ski resorts, to provide an atmosphere of holiday and enjoyment, and let the customers aware the value of their expenditure. Furthermore, the planners should enhance the professional service of instructors, make some differences for different populations during the trip, and create happy memories for participators. Eventually, they should try to broaden the public praise and awareness of ski tourism.