民眾參與原住民部落生態旅遊之行為意向分析－以屏東縣霧臺鄉為例

The Behavior Intention of Ecotourists' Participation in Reservation Area of Aboriginal Tribes in Ping-Tung County: An Empirical Case Study of Wu-Tai Hsian

黃慶源(Ching-Yuan Huang) ； 羅美齡(Mei-Ling Lo)

《觀光研究學報》 11卷1期 (2005/03) Pp. 1-22

https://doi.org/10.6267/JTLS.2005.11(1)1

摘要

隨著經濟所得與教育水準的提升，臺灣民眾對於生活品質的提升日益重視，相對地對於休閒遊憩的需求也日益增加。然而遊憩活動的頻繁卻會對環境造成負面的影響。因此許多學者就提出了一種可以兼顧環境保育、地方經濟發展，更可以達到環境教育目的的觀光方式－生態旅遊－來取代傳統旅遊的方式。我國政府也因應聯合國將2002年訂為「國際生態旅遊年」之國際潮流，將2002年訂為「臺灣生態旅遊年」，顯示臺灣推動生態旅遊的強烈動機。本研究主要應用Fishbein and Ajzen (1980)提出的思行理論(Theory of Reasoned Action, TRA)為理論基礎，並整合民眾參與原住民生態旅遊行為動機與相關研究，建構具有態度、主觀規範等構念之「民眾參與原住民生態旅遊行為意向模式」。本研究採用結構方程式模型(Structural Equation Modeling)來驗證此意向模式。研究對象為156名屏東縣霧臺鄉原住民部落之遊客。研究結果發現「自利性」與「主群體」是影響民眾參與生態旅遊行為意向的主要因素，這顯示民眾參與生態旅遊的動機仍以自身的考量為出發，對於透過生態旅遊來促進環保的觀念仍有待加強。最後本研究也根據研究結果研擬可行策略，希冀促進原住民部落生態能永續發展，並創造有利的地方綠色經濟成效。

關鍵字

原住民部落 ； 生態旅遊 ； 思行理論 ； 結構方程式模型

並列摘要

When people's education level and financial stability are enhanced, they start to pursue a better quality of life. Consequently, higher demand of relaxation and more frequent leisure activities are on request, which leads to the negative impact on environment. ”Ecotourism”, hence is declared to replace so called traditional tourism. It is a new concept of tourism that looks after both environmental protection and local economic development. Furthermore, it could achieve the goal of environmental education. Following the current global trend and responding the request of United Nation, Taiwan government has chosen the year of 2002 as ”The Year of Ecotourism in Taiwan”. It demonstrates strong determination of Taiwan government promoting Ecotourism. This research mainly applies the Theory of Reasoned Action, TRA (Fishbein and Ajzen, 1980) as the foundation and elements of the questionnaire. It reorganizes related researches dealing with the motivation of people participate in aboriginal ecotourism and thus constructs ”Behavior Intention Integrated model of behavior inclination of people taking part in the aboriginal ecotourism”. It adopts the Structural Equation Modeling to analyze this model. It proposes suggestions based on the result of analytical reports that promotes the incessant development of the aboriginal tribes and creates more local economic benefits. This research leads to the discovery of ”self-beneficiary” and ”primary groups”, which are considered as the main factors of affecting people's behavior toward eco-tour participation. It further justifies that people still are more self-beneficiary oriented and lack of the right concept to reinforce environmental protection through the act of Ecotourism. Lastly, this research expects to propose possible schemes that could carry out the everlasting development in aboriginal tribes considering both local environmental and economical achievements.

並列關鍵字

aboriginal tribes ； ecotourism ； theory of reasoned action ； structural equation modeling

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