Leisure Motivation, Service Innovation, and Satisfaction Level for Campers

• Main Authors: Chien, Ching-Hua, 簡淨華
• Other Authors: Chen, Chao-Chien
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/31645498269981557486

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 103 === Abstract Camping allows individuals to experience the natural environment and gives them opportunities to learn to coexist in harmoniously with the natural environment. Taiwan has a unique and beautiful natural environment together with its diverse cultural landscape, makes it suitable for camping and leisure activities. This study investigates the relationship between leisure motivation, satisfaction levels, and campsite service innovation for campers. This study discusses and analyzes the current situation for the camping industry in Taiwan by looking at the features that campers want. The sites used in this study are the Saijia Campsite in Pingtung and the Liyu Lake Campsite in Puli. We used the convenience sampling method for our questionnaire distribution. In total, 700 questionnaires were distributed and 560 valid questionnaires were collected with an effective response rate of 80.0%. Statistical analysis of returned questionnaires was carried out using SPSS 18.0 and the following tests were done: descriptive statistical analysis, reliability analysis, factor analysis, independent sample t testing, one-way analysis of variance, Pearson product-moment correlation, and regression analysis. The results of the analysis shows the following: 1.Campers had a positive assessment of leisure motivation, satisfaction level, and campsite service innovation; 2.Marital status, age, education level, monthly income, and place of residence produced significant differences in leisure motivations, while education level and place of residence produced significant differences in satisfaction level; 3.The different dimensions of camper leisure motivations as well as campsite service innovations had a significant positive influence on satisfaction level; 4.Service innovations had a partial mediating effect on the relationship between leisure motivations and satisfaction levels of campers. Recommendations: First, campsites should consider training outdoor guides to increase the educational value of camping activities. Second, horizontal alliances should be considered to develop new potential campers. Finally, an effective customer delivery platform should be developed to produce diversified service innovations that deliver high efficiency levels.