| Summary: | 碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 100 === This study surveys the characteristics of customers in peak season and off-peak season in a nature reserve. The seasonality of tourism industry is affected by seasons, climates, natural phenomena and holidays. The tourism demand increases during the peak season. However, the supply side is limited and hardly to satisfy all the tourists and the overcrowded tourists may cause environmental problems. On the contrary, the low demand during the off-peak season often results in oversupply and serious operation and employment problems to the hotel and the food and beverage industries. 312 and 282 questionnaires were collected during the peak and off-peak seasons from the visitors of Lalashan Forest Reserve regulated by the Forestry Bureau and planed to carry capacity control. The purpose of the survey was to compare visitors’ recreational motivations and recreation experiences between peak and off-peak seasons and visitors opinions related to the policy of carrying capacity control during peak season. The results indicated that during the off-peak season, the average age of tourists is older. Most of them arrive by their own cars with their family and friends. Over one-third of tourists came from the southern part of Taiwan. Tourists spent less time to plan their trips ahead and many of them decide at the last moment, but the staying time was longer. During the peak season, most tourists come from the northern part of Taiwan. Most of them arrived by travel buses with their family and colleagues. The push motivation and pull motivation of tourists between peak and off-peak seasons were quite different. The market segmented by recreational motivation indicates that tourists tend to agree Lalashan Forest Reserve in off-peak season is a safe attraction and suitable for family and friends to travel together. However, more tourists in peak season travel without plan and consider Lalashan Forest Reserve is good for relaxation. The recreation experiences in peak and off-peak season are also different. The visitor satisfaction in off-peak season is higher than in peak season. This survey also found that most interviewees agree with the regulation of carrying capacity control during peak season and give positive approving. Finally, this study suggests that the recreation management should use different marketing and operating strategies for different target groups during peak and off-peak seasons to improve the management performance and recreation quality.
|
|---|
