探索生態旅遊行為意圖的影響因素─遊客創新、風險知覺、興趣、涉入與支持度的關係

Exploring the Factors of Visitors' Innovation, Risk perceptions, Interests, Involvement and Support on Ecotourism Behavioral Intentions

張淑青(Su-Ching Chang)

《戶外遊憩研究》 23卷2期 (2010/06) Pp. 53-77

https://doi.org/10.6130/JORS.2010.23(2)3

摘要

本研究目的在於以資源基礎理論及信念（知覺）→態度→意圖模式（Oliver, 1980）為基礎，探索潛在遊客對生態旅遊的行為意圖。建構以遊客創新、風險知覺、對生態觀光核心資源的興趣為前因變項，以涉入、生態觀光支持度為中介變項，以行為意圖影響為結果變項之因果整合模式，探討這些變項之間的交互影響關係。選擇澎湖生態旅遊為研究範圍，由澎湖生態旅遊潛在遊客的觀點，針對到訪澎湖的遊客進行問卷調查，總計得到534份有效問卷，經由參數估計加以分析顯示，遊客創新、興趣對涉入有正向顯著影響，解釋變異R^2值為0.37，遊客興趣、涉入對支持度有正向顯著影響，解釋變異R^2值為0.34，遊客涉入、支持度對行為意圖亦有正向顯著影響，解釋變異R^2值為0.44，進一步分析發現「興趣」扮演遊客未來選擇生態旅遊產品意向的關鍵驅動因子，研究結果提供澎湖相關單位在發展與推動生態觀光旅遊的建議與參考。

關鍵字

創新 ； 風險知覺 ； 興趣 ； 涉入 ； 支持度 ； 行為意圖

並列摘要

The purpose of this study was to explore influence factors related to behavioral intentions of ecotourism visitors. A structural questionnaire was developed as a survey tool. The subjects of this study comprise latent visitors of ecotourism in Penghu. A cause-effect model was constructed on the basis of the resource-based theory and ”belief (perception)-attitude-intention” process in cognitive psychology. The three variables visitors' innovation, risk perceptions, and interest in ecotourism resources were taken as antecedents, the two variables visitors' involvement and support of ecotourism were taken as mediated variable, and visitors' behavioral intentions was taken as effect variable in our cause effect model, and their relationships were subjected to testing using the structural equation modeling(SEM). A total of 534 valid questionnaires were collected for analysis.The findings of this study indicate that the structural model employed fits the data very well. Our results demonstrate that visitors' innovation and interest have positive effects on involvement which explained variance R-square value is 0.37; visitors' interest and involvement have positive effects on support which explained variance R-square value is 0.34, and visitors' involvement and support have positive effects on behavioral intentions which explained variance R-square value is 0.44 as well. In addition, findings reveal that visitors' interest in ecotourism resources turns out to be a key driving force of behavioral intentions. The findings will serve as useful references to guide the ecotourism marketing strategies in Penghu.

並列關鍵字

innovation ； risk perceptions ； interest ； involvement ； support ； behavioral intentions

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