| Summary: | 碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作研究所 === 94 === The purpose of this study was to investigate the visitors’ recreation experience at Jhihben National Forest Recreation Area by presenting their before-trip expectation and satisfaction of on-site experiences based on their backgrounds and travel characteristics. Using Importance-Performance Analysis to analyze visitors’ perception difference between before-trip expectation and satisfaction of on-site experiences, we hope that the results can be referred to Jhihben National Forest Recreation for effective management. We surveyed visitors at Jhihben National Forest Recreation Area, getting 927 valid questionnaires. The research findings can be shown as follows: First of all, one basic finding of this study has indicated that visitors’ average score of their satisfaction of on-site experiences was higher than that of before-trip expectation. But in general, visitors’ overall satisfaction level was above the mean score, which implies that they felt somehow satisfied with their experiences. Secondly, by means of factor analysis, we obtained four satisfaction factors-- the environment landscape factor, the service quality factor, the relaxation factor, and the Self-development factor. Thirdly, after conducting the variance analysis, we found among visitors’ backgrounds and different travel characteristics a significant difference in the environment landscape factor and the relaxation factor. The results of Importance- Performance Analysis show that the important characteristic of Jhihben National Forest Recreation Area lies in its natural environment resources which must be kept maintained but its shortcomings are without good enough interpretive facilities and the food and beverage service is needed to make a promotion and improve its performance in the future.
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