計劃行為理論探討遊客對於生態旅遊之行為意圖－以台江國家公園為例

Explaining Tourists' Intention to Ecotourism in the Context of the Theory of Planned Behavior: The Case Study of the Taijiang National Park

林愷茵(Kai-Ying Lin) ； 李明聰(Ming-Tsung Lee)

《休閒暨觀光產業研究》 6卷1期 (2012/05) Pp. 41-65

https://doi.org/10.6158/JLTIR.201205_6(1).0004

摘要

隨著社會經濟發展，國民所得提高，周休假日的實行，人們對於休閒旅遊的需求日益增長。在地球暖化與生態環境等議題受到關注的現今社會，為了能兼顧自然環境保育與滿足人類日漸多樣化的需求，並且降低對環境負面衝擊，「生態旅遊（ecotourism）」的旅遊概念應運而生。1988年，國際自然保護聯盟（IUCN）將黑面琵鷺列為全世界瀕危的鳥種之一，目前全球普查數量不超過三千隻，而每年來台度冬卻占全球總數的二分之一，可見台灣是黑面琵鷺的最大度冬棲息地。故本研究以蒞臨台江國家公園黑面琵鷺保護區之遊客為研究對象，以計劃行為理論為基礎，加入利他主義與生態意識來探討遊客對於生態旅遊之行為意圖。本研究主旨在於瞭解遊客在安排休閒旅遊時，除了態度、主觀規範、知覺行為控制等變項之外，個人的利他精神與生態意識是否能提高選擇生態旅遊的機會。本研究採問卷調查之便利抽樣法，回收300份有效問卷，利用結構方程式模式來驗證本研究之研究假設。研究結果顯示，遊客之行為信念、規範信念以及控制信念分別對其態度、主觀規範、知覺行為控制有正向影響；態度、主觀規範、知覺行為控制對行為意圖有正向影響；生態意識對行為意圖有正向影響。

關鍵字

計劃行為理論 ； 生態旅遊 ； 台江國家公園

並列摘要

With the development of socio-economy, the increasing of national income, and the implement of two days off a week, the demand for people to take a leisure trip has been gradually increasing. Presently, the society is very concerned about the issues of global warming and ecological environment pollution. In order to protect natural environment, satisfy people's varied demands, and decrease the negative influence of environment, the new concept of tourism called ecotourism was born. In 1988, International Union for Conservation of Nature (IUCN) put the Black-Faced Spoonbill on the Red List of Threatened Species. According to the global census, the number of the Black-Faced Spoonbill is less than 3,000, and half of them come to Taiwan to spend the winter. This indicates that Taiwan is the largest habitat of the Black-Faced Spoonbill. The study incorporates altruism and ecotourism with TPB model to investigate tourists’ behavior intention when visiting the Black-Faced Spoonbill Reserve Area of Taijiang National Park. The purpose of this study is to explore whether personal altruism and eco-awareness can enhance the intention of those tourists who plan to take a trip to choose ecotourism aside from the variables of attitude, subjective norm and perceived behavior control. The research used questionnaire for data collection and 339 effective ones were retrieved. Structural equation modeling was used to analyze the data and the test hypothesis. The results of the research were as follows. Tourists’ behavior beliefs, normative beliefs, and control beliefs have positive influences on their attitude, subjective norm, and perceived behavior control, respectively. Attitude, subjective norm, and perceived behavior control have positive influences on behavior intention. Eco-awareness have positive influences on behavior intention.

並列關鍵字

theory of planned behavior ； ecotourism ； Taijiang national park

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