A Study of holiday outdoor recreation attractiveness, service quality and loyalty. -in camping areas in Pinlin Village.

• Main Authors: Ching-Fu WEN, 溫卿副
• Other Authors: Shao-His CHANG
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/3uqz3d

碩士 === 國立臺灣師範大學 === 體育學系在職進修碩士班 === 97 === The purpose of the present study, conducted in camping areas in Pinlin Village, is to examine their holiday visitors’ traits, outdoor recreation attractiveness, service quality and loyalty. The subjects are 500 visitors, who headed for nine different camping areas located in Pinlin Village, Taipei County, in August 2008, for outdoor recreation activities and stayed overnight there. The researcher investigated through “The Questionnaire on “PInlin Village Camping Area’s Outdoor Recreation Attractiveness, Service Quality, and Loyalty.” The data obtained was analyzed by descriptive statistics, t-test, one-way ANOVA analysis, and Pearson Correlation.The results find 1. visitors’ background traits mainly are having two-day camping, by car, middle-aged, with family or friends, having income from 20,000 to 60,000, living nearby or in Northern Taiwan, and their major outdoor recreation activities are to camp, play with water, barbecue, ride bicycle, catch fish and shrimp, and fish. 2. different Frequency, Sex, Age, Education Level and Inhabitation Area have significant difference on outdoor recreation attractiveness; different Frequency, Age, Education Level differ greatly on service quality as well; different Frequency has significant difference on loyalty. 3. the three factors, outdoor recreation attractiveness, service quality, and loyalty, are medium positively correlated. Finally, suggestions provided according to the conclusion are 1. to cultivate secondary outdoor recreation activity instructors to prolong visitors’ retention time 2. to set up multiple marketing strategies to increase camping areas’ exposure rate. 3. to develop meals with local characteristics. 4. to build camping areas with local environmental characteristics. 5. to improve the quality of public facilities. 6. to raise the safety in outdoor recreation equipment and facilities. 7. to ensure target marketing position and segmentation To set up reasonable charging price so that related authorities and following researchers could use it for reference.