Li-Chun Hsu, Graduate Student of Graduate Institute of Management,National I Lan University ABSTRACT Taiwan Tourism Bureau had been pushing the Doubli

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1 A Study of Taroko National Scenic Area of Recreation Motivation and Recreation Satisfaction in East Taiwan-Applying Importance-Performance Analysis 25

2 Li-Chun Hsu, Graduate Student of Graduate Institute of Management,National I Lan University ABSTRACT Taiwan Tourism Bureau had been pushing the Doubling Tourist Arrivals Plan and planned several packages of tour routes in order to double the number of tourist arrivals. And the east area is the most popular hot resorts in Taiwan. Under such circumstance, it looks after both sides on natural resource and to satisfy the needs in the outdoor and recreation for people in Taiwan. Taroko National Park (TNP) keeps on maintaining its recreation facilities, ecological environments and providing its decent public services, and also communicating its belief, policy and regulation. Thus, visitors can have good traveling experience and willing to revisit to the TNP again and again. Therefore, this study based on TNP intended to explore its tourists' sociodemographics, recreation motivation, travel importance and satisfaction of tourists. The data was collected by questionnaire. The total numbers of 223 questionnaires were collected through convenience sampling. The numbers of the effective returned questionnaires were 209. The data analysis methods included Descriptive Statistics, Alpha Analysis, Exploratory Factor Analysis, One-way ANOVA, and Importance-Performance Analysis. The research results were as follows, the population statistic variables (gender, live, level of education, marriage, and travel frequency) have a significant difference with recreation motivation. The results of this study reveal that the attributes of people and car routine separately, trash, drinking facility, the narration media, exhibition facility, specialized narrator, etc, fall on the Keep the Good Work quadrant, and the attributes of meal facilities, self-guiding trail, service attitude of the narrator, trouble solving of the narrator belong to requires immediate improvement quadrant according to the strategy implications of IPA. Key words: National Scenic Area, Recreation Motivation, Recreation Satisfaction, Importance-Performance Analysis 26

3 () WTTC, World ( 2002) Travel & Tourism Council GDP 3.6% 3.8% () (1) ( (2) 2002) (3) (4) (Chu & Choi, 2000) 1984 () ( ) Gold Crandall 27

4 (1980) (Customer Satisfaction) Cai & Combrink (1986) (2000) Cha, McCleary & Uysal(1995) (1) Hampel (1977) (2) Yeung (2002) Jansen & Johan1996 () 1970 (Chapman, 1993 (Crandall, 1980Driver, Brown & Peterson, Kozak & Nield, 1998Chu & Choi, 2000) 1991Hanna & Berndt, Hawes & Rao(1985) Sethna (1982) ) IPA (2001) () Baker & Crompton(2000)(O Sullivan, 1991) () 28

5 (low () priority) D (concentrate here) 1 - () (2004) () A (keep up the good work) B (possible overkill) C B A C D 1 29

6 () ANOVA IPA 2 () () 1. ( ) ( ) (Descriptive Analysis) t (Independent-Sample T-test) (One-way ANOVA)LSD 5. I.P.A (Important Performance Analysis)I.P.A % 30

7 () ~ ~ ~ () , ,001~30, ,001~40, ,001~50, ,001~60, ,001~70, ,

8 20, (38.3%) 132 (63.2%) 30,001~40, (28.7%) 21~30 (82.8%) 99 (47.4%) 31~ (70.3%) (24.4%) 21~40 (29.7%) % (71.8%) () 61 (29.2%) 52 (24.9%) ( ) 111 (53.1%) 78.05% DeVellis(1991) α 0.70~0.80 (41.2%) (5.7%) Cronbach's α (51.7%) Cronbach s α 56 (26.8%) (19.1%) : 32

9 () % % % %( 3 KMO =0.000 KMO : 3 33

10 () T (T-test) (ANOVA) * 2.649* * * P0.05*, P0.01* : ** * 2.168* T LSD () () LSD LSD 34

11 35 () (IPA)

12 X Y 1 ABCD () 63.2% 21~ % 29.2% 24.9% 53.1% 51.7% 36

13 37 20, % 70.3% 41.6% 36.8% 1. A ( ) 2. B ( 3. C ( )

14 38 4. D ( ) ()

15 [1] [2] () [3]. AIN34.htm [4] [5],,.., 14(2) [6],. ( ) 39

16 [16] Baker D.A. and Crompton J.L., Quality,.11(2) Satisfaction and Behavioural Intentions. [7],,. Annals of Tourism Research. 27(3) (2) [17] Cai L.A. and Combrink T.E., Japanese [8]. female travelers A unique outbound -. market. Asia Pacific. Journal of Tourism Research. 5(1) [9].. [18] Cha S., McCleary K.W., and Uysal M., Travel Motivations of Japanese Overseas [10]. Travelers: A Factor-Cluster Segmentation Approach. Journal of Travel Research. [11]. 34(2) [19] Chapman R.G., Brand performance [12]. - comparatives. Journal of Products & Brand. Management, 2(1) [20] Chu R.K.S. and Choi T., An [13]. importance-performance analysis of hotel -. selection factors in the Hong Kong industry: A comparison of business and leisure [14]. travelers. Tourism Management [21] Crandall R., Motivations for leisure. Journal [15]. of Leisure Research, 12(1) [22] DeVellis R.F., Scale Development T heory and Applications. London: SAGE

17 [23] Driver B.L., Brown P.J., and Peterson G.L., Benefits of Leisure. Stage College, PA: Venture Publishing [24] Gold S., Nonuse of Neighborhood Park. Journal of American Institute of Planners. 38(3) [25] Hampel D.J., Consumer Satisfaction with the Home Buying Process Conceptualization and Measurement. The Conceptualization of Consumer Satisfaction and Dissatisfaction, H. K. Kieth (ed.), Cambridge, Mass Marketing Science Institute [26] Hanna N. and Berndt T., Relations Between Friendship, Group Acceptance, and Evaluations of Summer Camp. Journal of Early Adolescence. 15 (4) [29] Kozak M. and Nield K., Importance-performance analysis and cultural perspectives in Romanian Black Sea resorts. Anatolia International Journal of Tourism and Hospitality Research. 9(2) [30] O Sullivan E.L., Marketing for park, recreation, and leisure, State College. PA: Venture [31] Sethna B.N., Extensions and testing of Importance-Performance Analysis. Business Economics, September [32] Yeung C.H., Ging L.C., and Christine T.E., Customer Satisfaction and Profitability: A reappraisal of the Nature of the Relationship. Journal of Targeting. 11(1) [27] Hawes J.M. and Rao C.P., Using Importance-Performance Analysis to Develop Health Care Marketing Strategies. Journal of Health Care Marketing, 5(4) [28] Jansen V.M. and Johan R., Scanning museum visitors Urban Tourism Marketing. Annals of Tourism Research, 23(2)

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2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [ 應用 IPA 模式檢視國光客運乘客之服務品質需求潘婉茹 1 吳信宏 2 謝俊逸 3 1 國立彰化師範大學行銷與流通管理研究所碩士班學生 2 國立彰化師範大學行銷與流通管理研究所教授 3 亞洲大學資訊科學與應用學系助理教授論文之連絡