Consumer Attitudes and Participate Intentions in Relation to Ecotourism in Taiwan

台灣消費者對生態旅遊的態度與參與意願之關係

謝雯玲(Wen-Ling Shieh) ； 王文博(Wen-Bo Wang)

《桃園創新學報》 32期 (2012/12) Pp. 413-428

https://doi.org/10.6989/JTI.201212.0413

摘要

生態保護日漸受國人的重視，本研究目標為分析由何項動機決定台灣消費者對生態旅遊的態度，及伴隨而後之參與意願。從本探索性研究中驗證了三個重要動機分別為「自尊」、「消遣」、「社會互動」。進一步的分析中確認「自尊」及「社會互動」兩項動機為顯著且正向影響的生態旅遊的意願，而「消遣」則為顯著且負向影響的生態旅遊的意願。根據本研究的實證結果與發現，可做為有關當局對台灣生態旅遊及生態保護方面持續推展的重要參考。對以「消遣」為生態旅遊動機者應減少生態旅遊過程的沉悶與乏味感。對「自尊」和「社會互動」為生態旅遊動機者，則應突顯生態旅遊為一能讓消費者的「自尊」和「社會互動」增強效果之活動。

關鍵字

旅遊決策的動機 ； 生態旅遊

並列摘要

This study aims to analyses what motives determine the consumer's attitude to ecotourism in Taiwan, which in turn influence the subsequent participate intentions, due to an increasing highlight on ecological protection. Findings from this exploratory study identified three key internal motives, namely, 'self-esteem', 'relaxation' and 'social interaction''. Further analysis identified that 'self-esteem' and 'social interaction' motives were significantly positive related to eco-tourist's intention, and 'relaxation' was significantly negative related to eco-tourist's intention participation. Based on the empirical results and findings, implications and insights are offered to the institutions and operators concerned so as to facilitate this ecological protection on-going expansion in Taiwan's tourism industry. For those consumers with higher tourism relaxation motive traits, ecotourism operators need to reduce their suspicions in the dullness of the natural practice of ecologic tourisms and intensify the conveniences of ecotourism; for those with higher tourism self-esteem and social interaction motives traits, ecotourism operators need to promote salient features of ”self-esteem” and ”social interaction”.

並列關鍵字

Tourism decision motives ； Ecotourism