| Summary: | 碩士 === 國立中興大學 === 景觀與遊憩碩士學位學程 === 102 === According to the survey of Tourism Bureau, natural sightseeing is most popular recreational activity for tourists. National Scenic Area has the largest number of tourists in the natural-orientation recreation area in recent years. After opened mainland china tourists to visit Taiwan, their major attractions included Alisha, Sun Moon Lake and Yehliu, etc., where all belong within the National Scenic Area. Therefore, the tourists of National Scenic Area increased dramatically. This study amid to explore the impact of tourists’ social and economic status, recreational experiences, recreational motivations, preferences and satisfaction of environmental attributes between Taiwan and Mainland China tourists. Hope to provide policy direction and advocacy plan for National Scenic Area.
The subjects in this study were tourists who visited Alisha, Sun Moon Lake, and Yehliu. This study adopted convenience sampling to collect tourists’ basic information, preferences and satisfaction of environmental attributes. In this study, 1000 self-administered questionnaire were distributes to tourist in Alisha, Sun Moon Lake, and Yehliu, 754 were usable. The data was analyzed with SPSS 17.0. The results were analyzed by employing descriptive statistics, T-test, Reliability analysis, Factor analysis, Cluster analysis, one－way ANOVA analysis, and Importance-Performance analysis.
This study show there are significant differences between Taiwan and Mainland China tourists in social and economic status, recreational experiences, and recreational
motivations toward preference and satisfaction of environmental attributes. Also, while employing I.P.A analysis showed National Scenic Area’s environmental attributes preference and satisfaction multi-located in keeping and low priority quadrant. Therefore, to understand the different needs of tourists’ environmental attributes of
National Scenic area, and to clarify the status of the National Scenic Area environment, can as the basis for environmental improvement for management unit.
【Key words】 National Scenic Area, setting attributes, tourists’ preference, Satisfaction
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