Educational Benefits of Ecolabelling Whale Watching Tour Experience

生態標章應用於賞鯨旅遊之教育效果探討

陳璋玲(Chung-Ling Chen)

《臺灣水產學會刊》 36卷4期 (2009/12) Pp. 277-288

https://doi.org/10.29822/JFST.200912.0004

摘要

賞鯨生態標章是一種對於賞鯨旅遊產品的認証，它代表著業者能遵循一定的規範，以減少對海洋環境的衝擊，增進遊客對海洋環境的認識，以及提昇遊客的旅遊滿意度。因此探討具有生態標章的旅遊產品的教育效果對於政策者而言，將具有重要的政策意涵。本研究即探討二組遊客分別在參與具有及不具有生態標章的賞鯨行程後，在海洋環境的知識、認知、態度及行為意向上的差異情形。研究結果顯示，具有生態標章的賞鯨旅遊經驗對於遊客的知識、海洋環境認知，及環境行為意向具有顯著的正向效果。然而，遊客在環境態度及遊後滿意度上沒有明顯的差異。本研究並提出需要落實生態標章之應用、提升一般民眾對生態標章的認識，及提供經濟誘因鼓勵業者參與賞鯨旅遊產品的認證等管理建議。

關鍵字

賞鯨 ； 生態標章 ； 環境態度 ； 環境行為

並列摘要

The whale watching ecolabel is a certification giving assurance that tour operations are conducted in such a way as to minimize environmental impact, foster visitors’ appreciation of marine conservation, and enhance visitor enjoyment. Exploring educational benefits of whale watching ecolabelling tour experience is therefore important to policy makers. This paper investigates the differences in environmental knowledge, awareness, attitudes and behavioral intentions between tourists after ecolabelling and nonecolabelling travel experience. Results reveal that ecolabelling tour experience had a significant impact on tourist’s site-based knowledge, marine conservation awareness, and environmental behavioral intentions. However, the results do not show significant differences in environmental attitudes and visitor enjoyment. This study highlights the need for implementing ecolabelling, increasing public awareness of the ecolabelled tours and providing economic incentives for tour operators to engage in ecolabelling.

並列關鍵字

Whale watching ； Ecolabelling ； Environmental attitude ； Environmentally responsible behavior