遊客環境態度與環境行為之研究－以七股黑面琵鷺保護區為例

The Study of Tourists' Attitudes and Behaviors toward Environments-A Case Study of Black-faced Spoonbill Reserve in Ci-Gu County

吳守從(Shou-Tsung Wu)

《運動休閒管理學報》 3卷1期 (2006/06) Pp. 57-73

https://doi.org/10.6214/JSRM.200606_3(1).0004

摘要

本研究之目的在探討生態旅遊地遊客環境態度與環境行為之關係。研究以內重要生態旅遊地之一－「七股黑面琵鷺保護區」之遊客為研究對象，利用結構式問卷收集資料，共取得有效樣本425份；資料以敘述性統計、因素分析、典型相關分析、集群分析、卡方獨立性檢定進行分析。研究結果顯示遊客環境態度與環境行為之間確實存有相關性。此外，遊客在環境態度上可區分為「生態旅遊型遊客」與「一般遊憩型遊客」兩種類型；而在環境行為表現上，則可將遊客區分為「保育型遊客」與「破壞型遊客」兩種。其關係以交叉表分析顯示，生態旅遊型的遊客中以保育型遊客居多數；一般遊憩型遊客中則以破壞型遊客佔多數。生態旅遊在國內方興未艾，而多數於生態旅遊地從事遊憩活動之旅客雖多具有保護生態環境之態度，然實際之外顯行為卻尚未達到確實維護生態環境之水準，因此相關單位仍有待努力，以使國內生態旅遊活動可進一步提昇。

關鍵字

生態旅遊 ； 環境態度 ； 環境行為 ； 七股黑面琵鷺保護區

並列摘要

The purpose of this research was to examine the relationships between tourists' attitudes and behaviors toward environments in an ecotourism site-the reserve of 'Black-faced Spoonbill' in Ci-Gu county. There were 425 structured questionnaires effectively collected as sample data. The descriptive statistics, factor analysis, canonical correlation analysis, cluster analysis, and chi-square test of independence are applied to analyze collected data. The results of this research show that 'there are relationships between environmental attitudes and behaviors of tourists'. And the investigated tourists can be categorized into two groups, from the perspective of their attitudes toward environments. Otherwise, from the perspective of their behaviors upon environments, the tourists can also be assigned as two groups. By using cross tabulation to discuss the behavioral modes, the result shows that most conservative tourists are recognized as ecotourists, but most harmful tourists belong to mass tourists. Ecotourism in Taiwan is just in its initial status. Thus, most tourists have protective attitudes toward ecosystem developments, but they do not practically perform appropriate behaviors to reach the levels of the environmental sustainability. Therefore, the related organizations and institutions have to work hard on upgrading the ecotourism activities into a better stage.

並列關鍵字

ecotourism ； environmental attitudes ； environmental behaviors ； the Black-faced spoonbill reserve