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題名:遊客沉浸體驗前置因素與結果之研究-以冒險遊憩活動為例
作者:朱文正
作者(外文):Wen-Cheng Chu
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:巫喜瑞
學位類別:博士
出版日期:2024
主題關鍵詞:冒險遊憩知覺風險技巧挑戰人格特質adventure recreation activitiesperceived riskskillschallengespersonality traits
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臺灣四面環海遍佈高山深谷及溪流瀑布,且擁有許多壯闊的山岳及峽谷地形這些多樣化的地形及絕佳的天然資源正是適合冒險遊憩活動的理想天地,近年來臺灣地區參與冒險遊憩活動者與日俱增,但冒險遊憩活動常伴有知覺風險,導致影響了參與者的沉浸體驗及滿意度。研究目的旨在分析冒險遊憩遊客沉浸體驗的前置因素與結果,並探討沉浸體驗與滿意度之關係,也期望能釐清知覺風險對冒險遊憩活動參與者的影響,並對業者及指導員提出建議。以曾經參與山域、水域、空域冒險遊憩活動者為問卷調查對象,所得資料以偏最小平方法結構方程式模型來進行分析。
研究所得結果如下,冒險遊憩運動參與者的技巧程度、挑戰感受、內控人格特質及環境影響因素對沉浸體驗有顯著的正向關係;遊客冒險遊憩中所需具備的挑戰程度與知覺風險有顯著的負向影響關係,而外控人格特質遊客對冒險遊憩活動的知覺風險為顯著的正向影響關係;知覺風險對滿意度為負向關聯關係,但知覺風險則會正向調節沉浸體驗與滿意度之關係,而沉浸體驗對參與者的滿意度會產生正向關聯關係。
研究結論顯示,冒險遊憩活動的知覺風險會對滿意度產生特殊的正負向關聯關係,所以冒險遊憩活動的經營業者,對於冒險遊憩的內容設計須以樂趣為主,輔以技巧及挑戰來增加參與者的沉浸體驗,並注意人格體質及活動環境對於沉浸體驗的不同影響,此外亦須將風險因素降低或排除,以確保參與者的安全無虞,並運用冒險遊憩運動的知覺風險刺激來提高參與者的沉浸體驗,進而增加冒險遊憩活動的滿意度。
Being an island surrounded by the ocean and is covered with mountains, deep valleys, streams and waterfalls, and has many magnificent mountains and canyons. These diverse terrains and excellent natural resources are an best place for adventure recreational activities. Recreation is one of the most popular activities in Taiwan. As the number of people participating in it has been increasing, the perceived risk which comes along with adventure recreational activities often influences participants’ flow experience and satisfaction. The purpose of this study is to verify the antecedents and consequences of tourists flow experience and how perceived risk is related to flow experience and satisfaction among adventure recreational activities. It is expected to provide pieces of advice to instructors or the industry engaged in adventure recreational activities. A survey is conducted among people who have participated in adventure activities. Collected data is analyzed using Partial Least Squares structural equation modeling.
The results of this study are as follows: The skills and challenges, internal control personality traits and environmental factors of participants in adventure recreational activities have a positive impact on flow experience. The challenges of tourists' adventure recreation activities have a negative impact and the external locus of personality traits have a positive impact on perceived risk,
The research conclusion shows: The perceived risks have a negative impact on participants’ satisfaction. However, the perceived risk plays a positive moderating role between flow experience and satisfaction. The flow experience has also a positive impact on the scale of sat. isfaction of participants. The conclusion shows, there’s a special positive-and-negative correlation between participants’ satisfaction and perceived risks. It shows that the operators of adventure recreational activities, taking skills and challenges, internal control personality traits and environmental factors of participants in different influencing factors on adventure recreational activities into account in order to enhance participants’ flow experience, and should plan activities that will bring pleasure and enjoyment to the participants. Besides, risks should be reduced or totally removed in order to keep participants from getting hurt. The influences of perceived risks can be used to improve participants' flow experience, thereby increasing the satisfaction of adventure recreation activities.
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