遊客參與生態活動保育認知之研究－結構方程式模型的應用

Tourists' Preservation Cognition and Participation in Eco-tours-An Application of Structural Equation Modelling

林俊昇(Jeun-Sheng Lin) ； 黃文琪(Wen-Chi Huang)

《戶外遊憩研究》 13卷2期 (2000/06) Pp. 45-65

https://doi.org/10.6130/JORS.2000.13(2)3

摘要

民眾對生態保育的態度，來自民眾內心潛在具有對環境保護的態度與認知，以及本身參與生態相關活動後的心理感受等因素的影響，但心理感受與認知乃民眾內心潛在因素無法直接觀察。因此本文以觀念性架構建立結構方程式模型(Structural Equation Modeling, SEM)，提出生態旅遊活動認知對保育觀念的整合關聯性分析架構，建立潛在變數與觀測變數之相關性，並以參與七股濕地黑面琵鷺賞鳥活動者為對象進行研究。
為瞭解民眾內心潛在對環境保護的認知以及參加生態旅遊之心理感受，本研究首先利用前人研究資料中用來測度遊客對環境態度之12項量表以及測度遊客參與生態活動之心理感受的16項量表分別進行因素分析。前者得到「人類自我觀念」、「資源有限」、及「控制成長」等三個主要構面；後者則得到「發展自我關係」及「偏好大自然」等兩個構面。
根據利用LISREL程序進行參數估計結果發現「發展自我關係」、「偏好大自然」及「人類自我觀念」等構面對黑面琵鷺保育認知有顯著影響。其中「發展自我關係」具正向效果，顯示民眾瞭解生命意義對黑面琵鷺保育認知會愈覺重要。而「偏好大自然」構面對黑面琵鷺保育認知卻具負向效果，表民眾接近大自然的主要目的只是鬆弛緊張生活，對於黑面琵鷺保育的重要性認知愈低。另外，「人類自我觀念」構面亦具負向效果，說明人類擁有改善環境來滿足生活之需的自我觀念愈強，對於黑面琵鷺保育的認知亦覺得不重要。

關鍵字

生態旅遊 ； 保育認知 ； 結構方程式模型

並列摘要

People's attitude toward preservation of eco-system depends on their cognition on environmental protection as well as the experiences in participation in the eco-tour activities. However, some of the factors were not directly observable. This study used structural equation modeling (SEM) techniques to integrate analysis on tourists' preservation cognition when they participated in bird watching activities on the black-faced spoonbills. Factor analyses were conducted on the two sets of problems on people's cognition, namely, cognition on environmental protection and feeling from eco-tour. The results from principal component analysis show that there were three dimensions from the preservation cognition and two dimensions from feeling from eco-tour activities.
Estimated results from LISREL procedure were as the following. There was a positive relationship between ”Develop self-awareness,” and preservation-awareness. On the other hand, in the ”Self-interest” dimension, there was a self-centered belief that human beings have the right to improve the environment and to satisfy their needs. Therefore, the relationship was negative. There was also a negative relationship between preservation cognition and ”Prefer nature” dimension. People might not think preservation was important if they participated in eco-tour just for relaxation.

並列關鍵字

Eco-tour ； Preservation cognition ； Structural equation modeling

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