Publication:

華山登山步道參與者動機、服務品質與參與者滿意度及忠誠度之研究

本研究旨在探討華山登山步道的參與者動機與服務品質對參與者滿意度及忠誠度上的影響及關聯性，以自編之「華山登山步道參與者參與動機、服務品質、整體滿意度與忠誠度問卷」為研究工具，以華山步道參與者為對象，獲得有效問卷396 份。根據實際調查的資料，以項目分析、因素分析、信度分析、描述性分析、單因子變異數分析、成對t檢定及線性結構模式檢定，經SPSS 10.0及LISREL 8.50套裝軟體進行資料分析，獲得以下結論：

一、華山登山步道參與者中男性多於女性；而年齡以36-45歲的參與者人數所佔的比例最高；教育程度以大專與高中職為最多；職業則以工商業最多；收入以月所得在20001-40000元的人數為最多；居住地的居住於雲林縣其它鄉鎮(含嘉義梅山鄉)之人士為主；婚姻狀況已婚且小孩大於6歲之總和高於未婚者；而登山習慣以每月少於三次者為最多。

二、參與者參與行為中體驗次數以三次以上之參與者人數最多；體驗型態以專程前來所佔的比例最高；而訊息來源主要來自於親友告知為多數；體驗時間集中於週末及例假日；體驗時段主要集中在早上五點至八點的時段及下午二點至五點；大部分參與者在體驗同伴選擇上，大多數是與家人、親戚同行；交通工具以自用汽車代步為最多。

三、參與者對各構面的因素強度在參與動機方面以「可以運動健身，鍛鍊體魄」強度最強；在行前最期望服務品質為對「視野廣闊，可眺望風景」的期望最高；在服務品質實際體驗以對「視野廣闊，可眺望風景」的滿意度最高；整體滿意度而言，參與者普遍感到滿意；參與者對華山登山步道的忠誠度頗高，其中以「願意推薦給親友」及「再次體驗」為最高。

四、參與者特性及其參與行為在年齡、教育程度、職業、月所得、居住地；婚姻狀況、登山習慣、體驗型態、訊息來源、體驗時間、體驗時段、體驗同伴與參與動機、服務品質(包括行前期望及實際體驗)、整體滿意度及忠誠度等變項間有顯著差異性。

五、在華山登山步道的參與動機、服務品質的行前期望與實際體驗，對參與者的整體滿意度及忠誠度之關係模式的驗證結果發現：動機對服務品質行前期望呈顯著的正向相關；動機對整體滿意度呈顯著的正向相關；動機對忠誠度呈顯著的正向相關；服務品質實際體驗對動機呈顯著的正向相關；服務品質實際體驗對整體滿意度呈顯著的正向相關；服務品質實際體驗對忠誠度呈顯著的正向相關；整體滿意度對忠誠度呈顯著的正向相關。

The purpose of this research is to investigate the influence and relationships among the Participant Motive , Service Quality, Tourists’ Satisfaction, and the Loyalty to the Huashan Hiking Trail. We utilize a self-made “Huashan Hiking Trail Participant Motive, Service Quality, Total Satisfaction, and Loyalty Questionnaire” as the tool of the research. Random samples of the participants of the Huashan Hiking Trail were interviewed. There were totally 396 effective samples. According to the physical investigation data, tested by Item Analysis, Factor Analysis, Reliability Analysis, Descriptive Analysis, Univariate Analysis of Variance, Paired-t Test, and Linear Structural Relationship Model Test, by SPSS 10.0 and LISREL 8.50 software, the following are the results of the analysis:

1. Among the participants of the Huashan Hiking Trail, male visitors outnumber the female visitors. The highest percentage of samples falls in the group of : the age of 36-45； with high school education and above；monthly income of 20001-40000；working in manufacturing and commercial business；mostly residents of Yunlin County and Meishan Township of the Chiaiy County；the number of married couples with children older than six years old is bigger than that of singles：highest percentage of the people who hike less than 3 times per month.

2. Participants has experienced more than 3 times remains the major part；highest percentage of the samples who visited Huashan Hiking Trail as their only purpose in this trip；the main source of the information is from their relatives and friends’ notification；the experiencing time concentrated on the weekends and holidays, in two periods - from 5 to 8 o’clock in the morning or 2 to 5 o’clock in the afternoon；they enjoyed having their family and relatives as company；they came here by driving their own cars.

3. As for the participants’ responses to the intensity of the structural elements, the “To exercise the body and to improve one’s health” was the highest choice in the motive of participating； The item - “To have a spacious field of vision, to take in the spectacular sights” was the most expected in the expectation of the service quality before the actual experience and was also the most satisfied item in the experienced service quality. All in all, participants are satisfied with the Huashan Hiking Trail, and they would very much like to recommend the place to their relatives and friends, or to visit it again by themselves.

4. Significant difference of the participants’ behavior exists among different characteristics and variables of the participants including: age, education, vocation, monthly income, living location, marriage status, past experiences and types of hiking, information sources, experience time and interval, experience companion, motive, service quality (includes expected before actual experience, and the experienced service quality), total satisfaction, and loyalty.

5. Based upon the physical verification result of the correlation model among the variables including participation motive, service quality, total satisfaction, and loyalty from this Huashan Hiking Trail research, is was found that : Positive correlation exists between the participation motive and the expected service quality before actual experience. Positive correlation exists between the participation motive and the total satisfaction. Positive correlation exists between the participation motive and the loyalty. Positive correlation exists between the experienced service quality and the motive. Positive correlation exists between the experienced service quality and the total satisfaction. Positive correlation exists between the experienced service quality and loyalty. Positive correlation exists between the total satisfaction and the loyalty.