鹿谷小半天地區遊客生態旅遊休閒態度之研究

The Research of Tourists Ecotourism Attitude in Lu-Gu Siaobantian

余秀惠(Hsiu-hui Yu)

指導教授 ： 黃有傑

朝陽科技大學/管理學院/休閒事業管理系/碩士(2013年)

摘要

林地休閒功能的發展是為突破農業經營瓶頸，促進林農轉型，增加農村就業機會所開發一種新的農業經營方式，它是結合農業生產、農民生活及農村生態三生一體的新產業。農地休閒遊憩功能，包含了農業經濟、社會、教育、環保、娛樂、遊憩、醫療及文化傳承等功能。隨著休假制度與觀念的建立，國人對生態旅遊的需求與頻率與日俱增。想要讓遊客獲得良好的遊憩體驗，提高遊憩滿意度，遊客態度分析之研究最為重要。

本研究發放400份問卷，有效問卷為334份，鹿谷地區遊客基本資料中，顯示以女性（54.8%）居多；年齡以21-30歲及41-50居多；教育程度以大學居多；職業以服務業（26.1%）居多；每月平均所得以10,000元以下居多；居住地以中部地區居多。在休閒態度上的差異年齡並未達顯著差異；教育程度、職業、個人每月所得、居住地在休閒態度上均有部分顯著差異；然而再經事後比較則發現，其中教育程度、職業、居住地並無比較出差異族群存在。每月所得則在「認知構面」及「情感構面」兩項上有顯著差異，經過事後比較後發現，情感構面每月收入約為50,001~60,000元的遊客會比70,000元以上遊客在態度上會較佳。在休閒態度上鹿谷小半天地區之遊客在休閒認知構面與情感構面呈現顯著正向關係，意即遊客對於生態旅遊的休閒認知越正向，其對生態旅遊的情感也越正向。而休閒態度中的認知構面並不會影響其行為；而情感構面則會正向影響行為構面，亦即對生態旅遊的情感越高其行為傾向也越高。

遊客對於從事兩日生態旅遊活動的願付金額則為每人1,400餘元，換算當地生態旅遊的遊客人數，全年更可達二億二千萬餘元的產值，如此收益應對當地社區居民的經濟生活有一定貢獻。

關鍵字

休閒態度 ； 生態旅遊

並列摘要

The development of woodland recreational functions is to break through the bottleneck of agricultural operations, to promote the foresters transformation, and to increase employment opportunities in rural areas to develop new formsof agriculture, it is a combination of agricultural production, the Sansei one ofthe lives of farmers and rural ecological new industry. Agricultural land recreation features, including the agricultural economy, society, education, environmental protection, entertainment, recreation, medical and cultural heritage etc. With theleave system and the establishment of the concept, the Chinese demand foreco-tourism with increasing frequency. Want to allow visitors to get a good recreational experience, increasing recreational satisfaction, tourists’ attitude analysis of the most important research.

In this study, 400 copies of questionnaires valid questionnaires were 334, the Deer Valley regional visitors basic information, the majority of women (54.8%);mostly aged between 21-30 years old and 41-50; educational attainment mostly university; career service the majority of the industry (26.1%); mostly averagemonthly income below $ 10,000; live mostly in the central region. Agedifferences in casual attitude did not reach a significant difference; education level, occupation, monthly personal income, residence of some of the significant differences both casual attitude; However, then by post hoc comparisons found,including education, occupation, residence the ground did not compare the differences between ethnic groups. Tourists than the monthly income two on in the "cognitive dimension" and "emotional dimension" significant differences afterpost hoc comparisons revealed the emotional dimensions of a monthly income of about $ 50,001 to $ 60,000 $ 70,000 tourists in attitude will be better. The Lugusmall half-day regions of tourists on leisure attitudes, leisure cognitive dimensions and emotional dimensions presented significant positive relationship,the more positive cognitive means leisure tourists for eco-tourism, positive emotion more eco-tourism. Cognitive dimensions and casual attitude does notaffect its behavior; emotional dimensions will be positive effects on the behavioral aspects, that is, the higher the eco-tourism emotional behavioral tendencies higher.

Tourists to pay the amount for willing to engage in a two-day eco-tourism activities, compared with 1,400 yuan per person, the translation of local eco-tourism, the number of tourists throughout the year even reach $ 220 millionyuan of output value, such income to cope with the local community residents.The economic life of a certain contribution.

並列關鍵字

Eco-tourism ； Casual attitude

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