| Abstract: | Camping activities are quite popular nowadays. Accidents may happen to campers due to lack of the camp grounds' perceived risk. Behavioral intention affectsvisitors’ willingness to revisit, to convey messages, to recommend and to purchase.This study investigates the influence of campers’ personal background variables and the difference of their camp grounds' perceived risk. The study also explores the correlation between camp grounds' perceived risk andcampers’ behavioral intention.
The research was undertaken in three camp grounds in Sun Moon Lake area, including Mushroom Garden, Sunmoonlake camp ground, and Shoot-nan Garden. 520 questionnaires were sent out, and 498 valid ones were returned (95.7%). The test data was analyzed with descriptive statistics, factor analysis, independent sample t-test, One-Way ANOVA and correlation analysis.
The results of this study are as follows:
1. The majority of people who go camping in Sun Moon Lake are from central Taiwan due to favorable location. Most campers are students because of the lower expenses.
2. The highest awareness level of camp grounds' perceived risk which campers have is functional risk.
3. Age, occupation, place of residence, income and camping experience of campers have significant effects on perceived risk.
4. There is a negative correlation between campsite perceived risk and campers’ behavioral intention.
Therefore, in order to improve the campers’ behavioral intention, campsite owners are advised to regularly maintain facilities and equipment, keep the campsite clean, clear the rubble, plant grass, preserve a good drainage system, and also pay attention to space planning and design. This is the environment campers can really relax in. When the bad influence of campers’ perceived risk is eliminated, they will be willing to visit again and even recommend to others. So the urgent priority is to make campers feel safe at the campsite, which creates a win-win situation for both sides. |
