台北市立動物園遊憩吸引力與遊客滿意度、忠誠度之關係研究

Abstract

台北市立動物園之歷年遊客數量在2000年達最高峰，將近六百萬人次，之後便逐漸走下坡，並在2003年SARS事件發生時，遊客人數一路滑落到僅有2,836,936人次，不到三百萬人次。動物園的參園人數減少至今仍未有明顯的回升，為瞭解其原因，故本研究探討台北市立動物園之遊客人口統計變項、遊客參與行為、遊憩吸引力與遊客滿意度、遊客忠誠度之關係。正式調查時間為2008年3月10日至3月16日，在台北市立動物園內進行問卷調查，回收有效問卷506份。研究結果發現：遊客人口統計變項中以「女性」、「20－29歲」、「未婚」遊客居多，教育程度以「大學（專）」最多，職業以「上班族」較多，每月收入（零用錢）以「20,000元及以下」為主，約七成受訪者居住於台北縣市；且「年齡」、「婚姻狀況」、「教育程度」、「職業」與「居住地」會影響遊客對於動物園之遊憩吸引力滿意程度。參與行為部份，大多與「同學、同事、朋友」共同前往（52.8％），三成遊客有十二歲以下小孩同行；有九成（91.7％）遊客是再次參觀動物園；「有無十二歲以下小孩同行」、「參與同伴人數」、「門票消費」與「交通消費」會影響其對動物園之遊憩吸引力滿意程度。遊憩吸引力、遊客滿意度、忠誠度之總平均得分依序為3.91、3.94、4.09分。遊憩吸引力與遊客滿意度、忠誠度間皆存在正相關，其中「空間舒適性吸引力」與遊客滿意度相關性最高、「既存資源吸引力」與遊客忠誠度之顯著性最高。遊客滿意度與遊客忠誠度間亦為正相關，且遊客滿意度中之「整體滿意度」主要經由第二個典型因素（χ2）來影響遊客「重遊意願」。The number of visitors visiting Taipei Zoo reached the maximum in 2000, closing to 600 million people, and then it decreased. Especially during the SARS hazard in 2003, the visitor numbers fell to less than 300 million. Till now, the visitors of Taipei zoo hadn’t risen obviously. To understand the reason, this paper is aimed to exploring the relationship among the statistical numbers, participatory behavior, recreational attractiveness and the satisfaction as well as loyalty of the visitors to Taipei Zoo. By using the questionnaires method, the statistical data were collected in the Taipei Zoo during 10-16, March, 2008. In this period, 600 questionnaires were distributed and 506 effective questionnaires had been collected. The results of research showed that the major demographic variables of visitors were “female”, “20-29 years old” and “single”. “white-collar” was the major vocation variable and spending money was “under 20,000 NT dollars”. 70 percent of the respondents live in Taipei City or Taipei County and the “age”, “marriages”, “education”, “vocation” and “residential place” would affect the satisfaction levels of the recreational attractiveness. In the participatory behaviors, most people visited Taipei Zoo with their classmates, colleagues or friends (52.8 %). Thirty percent of the visitors traveled together with their children whose ages were under 12 years old and ninety percent were return visit. “Whether visit with children under 12 years old”, “number of fellow travelers”, “entrance fee” and “travel fee” would affect the satisfaction levels of the recreational attractiveness. The average scores of the recreational attractiveness, visitor satisfaction and visitor loyalty were 3.91, 3.94 and 4.09, respectively. The ambiance amenity attractiveness had the most positive relation to the visitor satisfaction. The accomplished resource attractiveness had the most positive relation to the visitor loyalty. The relationship between the satisfaction and the loyalty of visitors was also positive. In the visitor satisfaction, the desire to return visit was affected by the secondary classical factor (χ2).