養殖業者轉型觀光休閒漁業行爲意向之研究

A Study on the Behavior Intention for the Fishing Cultivators Transferring to Sightseeing-Leisure Fishery

丁誌魰(Chih-Wen Ting) ； 鄭韶華(Shao-Hua Cheng) ； 李佳玲(Chia-Ling Lee)

《休閒產業管理學刊》 2卷2期 (2009/08) Pp. 1-21

https://doi.org/10.6213/JLRIM.2009.2(2)1

摘要

本研究係探討養殖業者對轉型觀光休閒漁業認知、態度及行爲意向，以口湖鄉境內漁業養殖業者爲研究對象，並以計畫行爲理論(Theory of Planned Behavior)爲主要基礎，建立研究之理論架構。本研究採問卷調查法，並以雲林縣口湖鄉之漁業養殖業者爲研究對象，有效回收問卷爲255份。利用典型相關分析，針對認知、態度、主觀規範、行爲知覺控制與行爲意向間之關係進行討論。實證結果：(1)在轉型態度方面有84.7%認爲有意義；有78.0%認爲值得；有69.8%認爲明智；(2)在轉型意向方面有68.6%有轉型願意；有61.2%會先加入組織再轉型；有63.9%會推薦他人轉型；(3)漁業養殖業者對觀光休閒漁業之認知與轉型態度呈高度相關；(4)漁業養殖業者轉型態度與轉型的行爲意向呈高度相關；(5)漁業養殖業者主觀規範與轉型的行爲意向呈高度相關；(6)漁業養殖業者行爲知覺控制與轉型的行爲意向呈高度相關。依本研究結果提出以下建議：(1)引導漁民對轉型建立正確認知；(2)提供成功案例、資訊，建立重要他人轉型支持度；(3)提供相關資源與支持提高轉型行爲知覺控制感。

關鍵字

計畫行爲理論 ； 漁業養殖 ； 觀光休閒

並列摘要

According to the Theory of Planned Behavior, we use canonical correlation analysis to discuss the relationship among the cognition, attitude, subject norm, perceived behavioral control and behavioral intention for the cultivators who are in the county of Kou-Huin, an area of land subsidence. The six conclusions of this study are as following: (1) there are 84.7% people think it is meaningful, 78.0% people think it is worthy and 69.8% people think it is wise in the attitude of transferring type; (2) 68.6% people are willing to transfer, 61.2% people will join the organization and then transfer to, 63.9% people will recommend others to transfer; (3) it is outstandingly relative between the recognition of sightseeing-leisure fishery and transferring attitude from the fishing cultivators; (4)it is outstandingly relative between the transferring attitude and behavioral intention; (5) it is outstandingly relative between the subject norm and behavioral intention; (6) it is outstandingly relative between perceived behavioral control and behavioral intention. Finally, our suggestions are leading fishermen to build the accurate cognition, providing information of successful cases and offering relative resources and support to help them raise the transferring sense of perceived behavioral control.

並列關鍵字

Theory of Planned Behavior ； Fishery ； Sightseeing-leisure

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