觀光產業受季節等自然因素以及寒暑假等制度因素所影響，有所謂「淡旺季」的現象；旺季時遊客需求增加，然遊憩區之供給有限，難以滿足遊客需求，且過量遊客易對環境造成傷害；淡季時則遊客需求減少，常造成遊憩區之旅館及餐飲服務供給過剩，對於遊憩區之人事調度及經營管理影響甚巨。本研究以林務局所管理，已規劃實施遊客總量管制的拉拉山自然保護區作為研究範圍，採兩階段問卷調查方式，分別於拉拉山地區之旅遊淡季及旺季獲得312及282份問卷，藉以比較淡旺季期間，遊客之遊憩動機及遊憩體驗是否有所不同，以及民眾對於旺季期間實施遊客總量管制是否贊同。研究發現，淡季期間遊客之平均年齡較長，大多數遊客係自行開車前來，同行夥伴中以家庭活動及朋友邀約為主，且超過三分之一的遊客係來自南部地區，遊客行前規劃之時間較短，許多遊客係臨時決定出遊，但實際於拉拉山停留的平均時間卻較長；旺季期間則以北部地區民眾占大多數，較多遊客係搭乘遊覽車前來，同行夥伴以家庭活動及工作同事為主。在遊憩動機方面，淡旺季期間遊客至拉拉山的旅遊動推動機及拉動機有許多不同，依遊客之遊憩動機進行市場區隔發現，淡季期間遊客較認同拉拉山是安全的旅遊地點以及適合親子朋友共遊，旺季期間則較多遊客係漫無目的隨處走走，認為至拉拉山可以紓解壓力。在遊憩體驗方面，淡旺季遊客亦有部份差異存在，尤其淡季遊客在旅遊當時之滿意度高於旺季時的遊客。研究發現，受訪者對於拉拉山自然保護區於旺季期間實施遊客總量管制措施多表贊同，且多持正面評價。本研究建議遊憩管理單位在淡季與旺季期間可針對不同的目標族群實施不同的行銷與管理策略，藉以提高遊憩區的管理績效與遊客的遊憩品質。
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.
