| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 93 === The main purpose of this study is to analysis national parks’ operating performances (supply side) and travelers’ perceived service responses(demand side), and further, to compare the relationship between them. This study design includes three parts: The first, using the secondary data to analysis national parks’ operating performances. The second, taking questionnaire to collect travelers’ perceived service responses of each services. The third, comparing the relationship between national parks’ operating performance and travels’ perceived service responses.
In the analysis of operating performance, this study uses data envelopment analysis (DEA) as a tool to compute the “recreation efficiency” and “guided interpretation efficiency” of six national parks and try to understand the difference of each national parks’ operating efficiency. In the analysis of travelers’ perceived service responses, the questionnaire contents include “perceived responses of recreation services”, “perceived responses of guided interpretation”, “analysis of demographic statistics” and “travels’ characteristics”. There are 753 valid samples been collected. The last, in the discussion of operating performance and travelers’ perceived service responses, taking perceived service responses as an output of DEA analysis and comparing the relationship between them.
The results are as follow:
1.Compared to the other national parks, Kinmen National Park has
higher “recreation efficiency” and “guided interpretation
efficiency”.
2.Yushan National Park and Taroko National Park are the two which
most have to revise their volunteer’s numbers and interpreters’
service hours.
3.North people choice Yangmingshan National Park as outdoor
destination frequently, but Kinmen National Park and Shei-Pa
National Park are new and developing destinations for their
travelers.
4.To speak in all, travelers think “nature resource” ranks the
first in all kinds of services, on the contrary, “food, beverage
and accommodation” is which has to be improved most. “Guided
interpretation” has an important effect on travelers’ perceived
responses.
5.For travelers, “food, beverage and accommodation” and “guided
interpretation” are the two services which have higher unused
rates.
6.From the structural model we can know that “perceived service
response”, “overall satisfaction” and “revisiting willingness”
have causal relation between each other. Especially, “overall
satisfaction” plays an important mediate variable in this model.
7.Taking perceived service responses as an output of DEA analysis
really influence efficiency.
8.There is no significant relationship between national parks’
operating efficiency and travelers’ perceived services responses.
Management implication for national parks: First, this study suggests national parks’ managers should allocate their resources more efficiently to help them supply more efficient service ability and try to find all possible factors that influence travelers’ perceived service responses. Second, whether travelers have accept guided interpretation has an important effect on their perceived service responses, so managers should try to improve their interpreters’ service ability and the content of guided interpretation. So that national parks can give travelers higher perceived value and raise their overall satisfaction.
|
|---|
