Research Paper

The Implementation and Service Quality of a Camp Program at the Meifong Farm: A Case Study of a Mountain Nature Center

梅峰農場自然生態體驗營之實施歷程與服務品質探討:一個高山型自然中心的個案研究

Shih-Jang Hsu許世璋, Ming-Syun Wu吳明勳

Published on: March 2010

DOI: 10.6555/JEER.7.2.111

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2010 vol.7 no.2 pp.111-161

Abstract

Nature centers have been important in the implementation of non-formal environmental education in Western countries. However, few studies on nature centers have been done in Taiwan. This study begins to fill a gap in the research relating to nature centers in Taiwan. The major purposes of this study are (1) to determine how the Meifong Farm of National Taiwan University planned and implemented their two-day environmental education program, (2) to explore the program participants' motivation, expectation, and satisfaction, and (3) to evaluate the service quality of the Meifong Farm utilizing ”importance-performance analysis”.Both quantitative and qualitative approaches were used to collect the data. Document analyses, participant observation, and semi-structured interviews were conducted to determine the mission, development strategies, and program implementation of the Meifong Farm. A total of 546 valid questionnaires were collected to assess the participants' motivation, expectation, and satisfaction. The resulted indicated that the most important motivation of the participants is ”the service of environmental interpretation.” Ninety-four percent of participants supported that the Meifong Farm should focus on environmental education for future development. The importance-performance analysis indicated that the strengths of the farm were ”service of environmental interpretation” and ”natural landscapes” and the weaknesses were ”sanitation” and ”quality of housing and accommodation services.” According to the research results, it was suggested that environmental education should be the first priority for the future development of the Meifong Farm. It was also suggested that environmental interpreter employment and training programs should be improved in order to provide environmental education programs with high quality.

中文摘要

在西方國家,自然中心向來是非正規環境教育系統中不可或缺的一環,然而,台灣有關自然中心的研究卻極其有限。本研究將彌補台灣過去在自然中心相關研究的不足,主要目的在於:(1)探討台大梅峰農場兩天一夜自然生態體驗營的運作歷程;(2)探討參與學員的參與動機、行前期望與滿意度;(3)使用「重要-表現程度分析法」來評估此環境教育營隊的服務品質。本研究藉由量化與質化方式收集資料。以文件分析、參與觀察與訪談來探討梅峰農場發展生態營隊的宗旨、發展策略與運作模式,並收集546份有效問卷來評量參與學員的動機、行前期望與滿意度。結果顯示參與學員最重要的動機為「農場提供解說服務」,高達94%的學員認為梅峰農場應以環境教育為未來發展主要方向。「重要-表現程度分析法」顯示梅峰農場生態體驗營的優勢在「解說品質」與「自然景觀」,而「環境清潔衛生」與「住宿餐飲品質」則可改進。最後,本研究建議梅峰農場的未來發展應以環境教育為優先,也應改善解說員的聘任與培訓制度,以提供高品質的環境教育方案。

Keyword: non-formal environmental education, nature center, program implementation, residential environmental education, Meifong Farm