為促進保育與產業發展,生態旅遊已成為全世界觀光發展的趨勢。生態旅遊被認為具備環境教育之功能,因此本研究以墾丁國家公園發展生態旅遊最悠久也最成功的社頂部落作為研究地點,探討在遊客參加生態旅遊後,對於當地的環境態度與環境行為之願付價格差異。結果顯示,參加生態旅遊遊程後間接使用價格、存在價格、選擇價格與遺贈價格皆有顯著增加。間接使用價格平均增加104.17元;存在價格平均增加103.47元;選擇價格平均增加115.10元;遺贈價格平均增加110.94元。顯示生態旅遊確實有助於遊客發展正向環境行為之功能。透過遊客人口變數資料分析發現未婚的生態旅遊遊客,比已婚的生態旅遊遊客願意付出更高的評價金額,來提升自身的遊憩體驗。本研究透過因素分析將環境態度的調查結果,分成”態度性”及”責任性”兩個構面。態度性對於間接使用價格、存在價格與選擇價格的評價差異量有正相關之關係。責任性則沒有顯著影響評價差異量。未來相關研究可以對生態旅遊遊客與其他客群進行調查,進一步探討遊客環境態度與人口變數資料對於環境行為差異之關係。
To promote conservation and industrial development, ecotourism has become the trend of the world tourism development. Ecotourism is considered to have the function of environmental education. We chose a successful ecotourism community, Shirding Community of Kenting National Park, as a research location. We explored the tourist’s environmental attitudes and environmental behavior after they finish their ecotourism. The results show that after the visitors took an ecotourism, the indirect use value, existence value, option value and bequest value has significantly increased. Average indirect use value increased about 104.17 NT$; Average existence value increased about 103.47 NT$; Average selecting value increased about 115.10 Taiwan dollar; Average bequest value increased about 110.94 NT$. Display ecotourism can promote visitors to develop positive environmental behavior. Through tourist’s Basic data analysis, we found that unmarried visitors willing to pay higher price for enhance their recreation experience than married visitors. We defined environmental attitudes into "attitudinal" and "responsibility" through factor analysis. In attitudinal, there amount of assessment difference have a positive correlation between indirect use value, existence value and option value. In accountability, there is no significant difference in the amount of assessment. Future research may investigate ecotourism visitors and general visitors to explore further relationship between environmental attitudes, basic visitor information and conservation behavior differences.