- 學位論文
以計劃性行為理論探討遊客參與生態旅遊之意願：以刺激尋求特質作為干擾變數
The Study of Tourists' Intention to Participate in Eco-tourism Based on TPB: Using The Sensation Seeking as a Moderator
摘要
近年我國的觀光發展正如火如荼的展開，觀光產值也連年成長，但當觀光業發展到極致時，隱藏尾隨而來的是我們看不到的環境一點一滴被破壞，加上近年永續發展這個議題在國際上蔓延，環境保護和綠色生活日益受到關注，環保與保育政策的制定以及生態旅遊的興起，讓國人意識到在參加旅遊觀光的同時，更應該去保護我們的環境。 本研究運用計劃性行為理論來了解遊客參與生態旅遊的行為意願。另外，刺激尋求是一種心理生物學上重要的人格特質，本研究亦在探討刺激尋求特質對遊客選擇生態旅遊的干擾程度和影響，以及分析計劃性行為理論中哪一個核心變數對遊客參與生態旅遊的意願影響最大。 本研究利用問卷調查的方式收集相關變數的資料，總回收386份問卷，受試者為386位無效問卷2份，因此本研究的有效樣本為384份，問卷有效回收率99.48％，利用SPSS和AMOS等軟體，藉由結構化方程式對研究模型進行分析檢測。從其結果顯示遊客參與生態旅遊的意願會受到參與生態旅的態度、主觀規範以及認知行為控制正向的影響。刺激尋求特質在態度、主觀規範、認知行為控制與意願之間有正向的影響。所以，本研究所提出假設皆成立，並且藉由本研究結果，可讓政府或是旅遊相關產業的管理階層了解到如何發展生態旅遊。
並列摘要
In recent years, our country's tourism has been developing in its full swing, with its tourism output value also successively on the growth. However, the closer the tourism is approaching to the extreme, the more harm we do to the environment, which we hardly perceive. In recent years, with the trend of sustainable development on the globe, environmental protection and the green lifestyle is receiving more and more attention. With the issue of policies on environmental protection and natural conservation on the increase, as well as the rise of eco-tourism.Let people aware of the participation in tourism and should go to protect our environment at the same time. This study uses the theory of planned behavior (TPB) to understand whether it will affect thetourist’s behavioral intention of eco-tourism. In addition, the sensation seeking is a kind of psychological biology important personality traits, and the purpose of this study is to explore how much the sensation seeking of tourists interferes in the intent on and analyze which core variables for tourists to participate in eco-tourism affects most in the theory of planned behavior. This study uses the questionnaire survey method to collect information on relevant variables, 386 questionnaires were collected, 386 were the subjects and 2 were valid questionnaires. Therefore, the effective samples were 384, the effective response rate was 99.48% ,analyzing with SPSS and AMOS, as well as Structural Equation Modeling. The result reveals that tourists will be positively influenced by the attitude toward ecotourism, subjective norms, perceived behavioral control. Sensation seeking has a positive influence on the attitudes, subjective norms, perceived behavioral control and behavioral intention. Therefore, all the hypotheses of this study are valid, allowing the government or the tourism management to know how to develop eco-tourism.