摘要
生態旅遊是以自然環境為基礎，而從事生態旅遊的行為也是環境保育的行為之一。本研究從生態旅遊定義著手，藉由文獻探討，加入道德規範與環境關切兩變數，形成擴展的計劃行為理論模式，探討遊客生態旅遊行為的決定因素。本研究採立意抽樣，以到花蓮縣鯉魚潭賞螢之生態旅遊客（n=326）為受訪者，運用結構方程模式驗證變數之間的因果關係。主要研究結果為（1）道德規範需要透過態度的中介才能正向影響行為意圖；（2）環境關切直接與間接透過主觀規範影響行為意圖；（3）環境關切是賞螢生態旅遊行為意圖的最重要直接影響因素，其餘依序為態度與主觀規範，但卻不受知覺行為控制影響；（4）主要影響實際賞螢行為頻率依序為行為意圖與知覺行為控制。
並列摘要
Ecotourism is based on natural environment; therefore, ecotourism is closely related to environmental conservation. The study begins with the definition of ecotourism, the discussion of literature, and the variables such as moral norm and environmental concern, to have formed the extending theory of planned behavior (TPB) model to discuss the determinants of ecotourism behavior. The study consists of 326 purposive samplings that came to watch fireflies at Carp Pond, Hwalian County, and applies structural equation modeling to test the relationships of cause and effect between the variables. The findings are: (1) Moral norm positively affects behavioral intention only when attitude toward the behavior is mediated. (2) Environmental concern has a direct effect on behavioral intention; environmental concern has an indirect effect on behavioral intention, via the mediation of subjective norm. (3) Environmental concern is the most importantly direct factor that influences behavioral intention for visitors to watch fireflies; the rest of factors in influential order are attitude, subjective norm and past behavior, respectively. However, behavioral intention is not influenced by perceived behavioral control. (4) The influential factors on the behavior of fireflies-watching are behavioral intention and perceived behavioral control.