賞螢行為模式之研究－以若蘭山莊及東勢林場為例

The Recreation Behavioral Model of Firefly-Watching-Examples of Ruohlan Resort and Dungshih Forest Recreation Area

李宗鴻(Tsung-Hung Lee) ； 許玉娟(Yu-Chuan Hsu)

《高雄師大學報：教育與社會科學類》 25期 (2008/12) Pp. 51-68

https://doi.org/10.7060/KNUJ-ES.200812.0051

摘要

本研究以若蘭山莊及東勢林場賞螢活動為例，探討賞螢遊客之人口統計變數的分布情形、旅遊特性、並建構賞螢遊客行為模式。採自編問卷進行研究，內容包括賞螢的吸引力、滿意度、遊後行為、遊客基本資料及旅遊特性等六項。分別於2007年進行問卷調查。研究結果顯示，受訪遊客以女性及已婚者居多(52.0%)、(61.0%)，年齡以31至40歲者居多(45.1%)，教育程度以大學居多(67.2%)，職業以上班族居多(32.3%)，居住地以高高屏居多(25.4%)，月薪資所得以2至4萬元居多(35.2%)。本研究的取樣資料與研究模式有良好的配適度，為一個可以接受的模式，研究模式有效的解釋與預測遊客參與賞螢活動之吸引力、滿意度及遊後行為等潛在變數之因果關係。路徑分析顯示，旅遊地之吸引力直接影響滿意度，間接影響遊後行為；滿意度直接影響遊後行為，滿意度在本遊憩行為模式中具有顯著的中介效應。

關鍵字

賞螢 ； 吸引力 ； 滿意度 ； 遊後行為

並列摘要

This study assessed the behavioral model of firefly watching using latent variables of destination attraction, satisfaction, and after-travel behavior, travel characteristics, and basic data of visitors at Dungshih forest recreation area and Ruohlan resort. The questionnaire survey was admiatered in 2007. Mainly descriptive findings were shown as follows: 52.0% were female; 61.0% were married; 45.1% aged from 31 to 40 years old; 67.2% were college educated; 32.3% were employed full-time; 25.4% lived in Kaohsiung areas; and 35.2% had monthly incomes of NT $20,001 to 40,000. The analytical result was that sampling data and the structure model had a good fit. Assessing this behavioral model, researchers can effectively use the destination attraction to predict the satisfaction and after-travel behavior. Empirical results indicated that destination attraction significantly affected the satisfaction directly and affected the after-travel behavior indirectly. In brief, there is a significant difference in the satisfication for the future behaviors, and it proves a significant mediating variable in this behavioral model.

並列關鍵字

Firefly-watching ； destination attraction ； satisfaction ； after-travel behavior

參考文獻

何妍璘(2000)。陽明山國家公園登山步道吸引力影響因素之探討(碩士論文)。台灣大學。

何健鎔(2001)。新竹縣螢火蟲導覽手冊。南投縣:行政院農委會特有生物研究保育中心。

何健鎔(2003)。螢火蟲保育與生態旅遊。農政與農情。137，78-83。

何健鎔、朱建昇(2002)。臺灣賞螢地圖。台中市:晨星出版社。

何健鎔、林春基、顏仁德(1998)。台南縣螢火蟲資源調查。國立臺灣大學農學院實驗林研究報告。12(2)，121-127。