The Effect of Travelers Characteristics and Travelers Involvement on the Service Satisfaction of National Park Interpretations

The interpretation system in Taiwan always has the shortage budget and interpreter problems. Take the Taiwan Island for example; there are only around 64 interpreters to serve on five National Parks. These interpreters really overload of the increasing interpretation demand.

This study tries to use the Involvement variable to understand the different level of travelers\' involvement judged the service quality differently. At the same time, using the different travelers\' involvement to design different interpretation service. Therefore, the study uses five National Parks in Taiwan as the case to analyze the visitors\' characteristics, including the demographic statistics, tourists\' participation, tourists\' involvement, tourists\' life style, and personal guided interpretation satisfaction.

It also groups five clusters by tourists\' involvement to understand the visitors\' characteristics and build up the personal interpretation management strategy for each cluster. The study result can help the National Park Headquarters have clearer picture of the tourists\' characteristics of the personal guided interpretation tour. Meanwhile, the study result has the valuable distribution for improving the personal interpretation design.