以計畫行為理論模型探討遊客參與休閒漁業活動之決策行為

Using the Theory of Planned Behavior to Discuss Decision-making of the Tourists Participate in Recreational Fisheries

鍾政偉(Cheng-Wei Chung) ； 曾宗德(Tzong-Der Tzeng) ； 劉嘉麒(Chia-Chi Liu)

《島嶼觀光研究》 8卷2期 (2015/06) Pp. 1-20

摘要

休閒漁業為一種新型態的休閒活動，主要為規劃利用漁業相關的自然與人文資源，提供服務，讓參與的民眾達到觀光、遊憩、休閒的目的。然而、休閒漁業活動對於大部分遊客來說是相對較陌生的休閒旅遊活動，在遊客的旅遊決策上相對較不容易考慮做為選擇。因此，本研究之目的是利用計畫行為理論去探討遊客對於參與休閒漁業活動的決策行為。本研究以高雄市樣本為主要抽樣對象，回收526份有效問卷。研究結果顯示，遊客的態度與主觀規範對於行為意圖並未達到顯著水準，僅只有知覺行為控制對於行為意圖呈現正向顯著影響。最後，本研究提出管理意涵與未來研究方向給予學術界與實務界參考建議。

關鍵字

休閒漁業 ； 計畫行為理論模型

並列摘要

Recreational fisheries as a new type of leisure activities, which is mainly planning related to fisheries resources of natural and human, and reach the purpose of sightseeing, recreation and leisure. However, recreational fisheries is unfamiliar for most tourists relatively, and the decision-making of tourists is less likely to be considered as a choice. Therefore, the purpose of our study is aim to use the theory of planned behavior model to discuss the decision-making of the tourists participate in recreational fisheries. Our findings showed that the attitude and subjective norm were not significantly toward behavior intention. Only the perceived behavior control was significantly toward behavior intention. Finally, our study proposed management implication and future research direction to academic and practical circles for future reference.

並列關鍵字

Recreational Fisheries ； Theory of Planned Behavior Model

參考文獻

漁業署(2013)。行政院農業委員會漁業署2012 年年報。

Ajzen, I.(1991).The Theory of Planned Behavior.Organizational Behavior and Human Decision Processes.50,179-211.

Ajzen, I.,Fishbein, M.(1980).Understanding attitudes and predicting social behavior.Englewood Cliffs, New Jersey:Prentice-Hall.

Ajzen, I.,Madden, T.(1986).Prediction of goal-directed behavior: Attitude, intentions, and perceived behavioral control.Journal of Experimental Social Psychology.22,454-474.

Arlinghaus, R.,Cooke, S.J.,Potts, W.(2013).Towards resilient recreational fisheries on a global scale through improved understanding of fish and fisher behavior.Fisheries Management and Ecology.20,91-98.