遊客對原住民部落導覽解說滿意度之研究-以台東卑南族卡地布（katipul）部落為例

Abstract

本研究旨在瞭解台東卑南族卡地布部落各解說媒體的使用現況，並探討遊客對當地不同解說媒體各屬性的重視度與實際體驗後滿意度間的差異情形，以體驗過導覽解說服務的團體遊客作問卷填答，設計解說標誌牌、遊客中心、視聽設備、解說出版品、展示設備、人員解說服務等六個項目為評估工具，根據所得資料以統計軟體SPSS10.0進行敘述性統計、信度分析、獨立樣本t檢定、IPA分析，研究結果發現： 一、受訪者遊客男性多於女性，年齡層以「19歲」以下及「20-29歲」者為最多，大多具有大專學歷，從事的工作分布較廣，學生最多有128位，其次是軍公教人員；每月平均收入大多集中在約15,000元以下及35,001-45,000元；而受訪者居住地則以來自花蓮和台北為最多；在本次受訪對象中以「第一次」拜訪卡地布部落的旅客為最多，旅遊同伴則以「朋友」及「學校團體」最多；在受訪者「過去曾使用過的解說媒體服務」方面，以「遊客中心」使用頻率最高。 二、受訪遊客最希望卡地布部落各旅遊據點可提供之解說媒體服務為「解說標誌牌」、「據點解說」、「知性之旅」、「解說出版品」、「自導式步道」。 三、受訪者遊客此次卡地布旅遊以「遊客中心」的使用頻率最高，對「解說牌上的字體大小容易看清楚」的滿意度最高，最不滿意的問項是「解說牌有定期在維護」。因此，建議管理單位加強解說牌的維護。 四、在「解說出版品」的評估項目中，最不被受訪者滿意的的項目為「解說折頁攜帶方便」，故建議管理單位設計將該地區所有解說據點統合為一的解說折頁，或者製作成口袋書的方式，以改善解說折頁攜帶不方便的情況。

The main purpose of this study was try to understand the application of the tour interpretation service in visiting Katipul (puyuma tribe, Taitung) and what did the tourists expect from the tour interpretation service and how did they feel exactly after they had experienced it by inquiry. Through filling in the questionnaire regarding designed of interpretation board, tourist information center, media equipments, publications, exhibition facilities and interpretative guider, we had some findings by descriptive statistics, reliability analysis, independent example test and IPA analysis as below: 1. We had mostly male visitors, below 19 and 20-29 generation, well-educated, various profession backgrounds (the largest amount was 128 samples from students, public and military service was at the second place), average income was below 15,000 or between 35,001-45,000 NTD, originated from Taipei or Hualien, first time to visit Katipul, companioned by friends or with group, media interpretation common used.2. The most wanted service offered when visiting Katipul were interpretation board, spot interpretation, intellectuality, tourist handbook, self-guided trial . 3. Most frequent service used by visitors was the information center. The highest satisfaction falled on character size on the interpretation board, the worst fell on the maintenance, so we suggested the authority to improve it. 4. As for the evaluation of handbook, visitors cared about the inconvenience easy to be carried or not, so we suggested the authority to cast all spot information within one hand or pocket book which could be carried easily.