國道六號通車後埔里居民對觀光衝擊認知與觀光發展態度之研究

The Study of Puli Local Residents’ Cognition and Attitude Towards Tourism Impact under the Operation of 6th National Highway

石明輝(Ming-Hui Shih)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系/碩士(2013年)

摘要

本研究主要目的在於瞭解觀光發展對埔里當地形成的衝擊為何、在觀光衝擊影響上居民認知是否有差異性及居民對觀光的態度，期望透過研究結果提供埔里日後發展觀光決策之參考。研究採問卷調查法，回收有效問卷398份，以統計軟體SPSS 為分析工具，採描述性統計、T 檢定、單因子變異數分析、積差相關等方法進行統計分析。
研究結果顯示：（一）整體而言觀光衝擊認知偏向於正面評價，在正面衝擊認知中以經濟衝擊認知為高，在負面衝擊認知中則是以實質環境衝擊為最高；（二）不同的居民屬性在觀光衝擊認知有顯著性差異；（三）不同的居民屬性在觀光發展態度有顯著性差異；（四）居民對觀光事業是抱持樂觀的態度。
依據問卷調查結果，建議未來觀光發展策略如下：（一）觀光發展應有完整的規劃；（二）透過舉辦活動、宣傳，增加曝光度；（三）交通方面應列為首要改善之處；（四）設置供本地農產自銷市集；（五）加強解說導覽，以期埔里觀光達到永續發展的目的。

關鍵字

觀光發展態度 ； 觀光衝擊認知

並列摘要

The purpose of this study was to investigate the impacts of tourism development Cognition by residents in Puli Area and examined whether local residents with different variables had different attitude toward the impacts. The results were expected to be a reference for decision-making on tourism development in this area. The questionnaires were used to collect data. A total of 398 valid responses were obtained. The responses were analyzed on SPSS, using various methods, including descriptive statistics, t-test, one-way ANOVA, and product-moment correlation.
The results showed: (1) Overall, local residents had positive perceptions about the impacts of tourism in the area. Economic impact was the main positive impact of tourism, while substantial environmental impact was the main negative impact of tourism. (2) The perceived impacts of tourism significantly varied by residents’ basic attributes. (3) A significant difference was found among residents of different attributes, regarding their attitudes toward the impact of tourism development. (4) Local residents had an optimistic attitude toward the tourism business.
Based on survey results, this study proposed the following strategies for tourism development: (1) a comprehensive plan for tourism development should be set up; (2) it’s advised to increase visibility by holding activities and launching publicity; (3) improvement in traffic aspects should be prioritized; (4) a market of local agricultural products should be set up; (5) strengthening quality of guided tours to achieve the goal of sustainable development in Puli Area.

並列關鍵字

cognition of tourism impact ； tourism development attitude

參考文獻

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