| Summary: | 碩士 === 國立臺中教育大學 === 環境教育研究所 === 95 === The purpose of this research was to know visitors’ social-demographics, recreational motivations, demands on interpretive media and related expectations and satisfactions toward interpretive media at Tataka Visitor Center, Yushan National Park Headquarters. Using the technique of Importance-Performance Analysis (IPA), the author also surveyed visitors’ satisfaction.
The questionnaire of this research was surveyed by convenience sampling. A total of 507 valid questionnaires were collected. The results were shown as follows.
Visitors’ demands on interpretive media are highly concentrated on interpretive signs and mainly rely on non-personal services than personal services；Visitors’ recreational motivation aims at relaxation；it shows statistically significant differences between visitors’ expectation and satisfaction toward demands on interpretive media.
The average of visitors’ expection toward interpretive media is between 4.178 to 4.313, visitors’ satisfection toward interpretive media is between 4.125 to 4.246. Total average of visitors’ expectation is 4.265, total average of visitors’ satisfaction is 4.176. It means visitors’ expectation toward interpretive media is located between importance and very important, the evaluation of real experience is located between satisfaction and very satisfied. In other words, the total visitors’ satisfaction is above the level of “satisfaction”.
In Importance-Performance analysis, there were 13 items located in “Quadrant A -Keep Up the Good Work”, and 7 items located in ”Quadrant B -Concentrate Here”, and 12 items located in “ Quadrant C -Low Priority”, and 4 items located in “ Quadrant D -Possible Overkill”.
In multiple regression analysis, visitors’ learning motivation was positively correlated with pre-visit’s expectation and after-visit’s satisfaction.
This study provides some suggestion about “Concentrating Here” to promote visitors’ satisfaction, and submits to Yushan National park H.Q. for administrative consideration.
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