金門鸕鶿季生態旅遊觀賞價值、周邊服務與附屬價值影響之研究

本研究之目的在於探討金門地區所舉辦的金門鸕鶿季活動，在生態旅遊觀賞價值、周邊服務與附屬價值之間的影響關係。採用結構方程模式的統計運算方式，建立生態旅遊觀賞價值、周邊服務與附屬價值模式，再驗證模式的建構效度，分析模式之間變數的關係。結果顯示模式經過2次修正之後，建構效度良好，而且生態旅遊觀賞價值、周邊服務與附屬價值之間的影響關係相當密切。建議針對不同族群開發新客戶，印製鸕鶿活動之導覽，提供詳盡的講解服務，注意交通接駁安全，膳食衛生服務之注重，加強宣導生態保育教育的重要性，以吸引更多遊客參加金門鸕鶿季的活動。

關鍵字

金門鸕鶿季；結構方程模式；生態旅遊觀賞價值；周邊服務；附屬價值

並列摘要

The purpose of this study was aimed at the Kinmen cormorant season event and to discuss the effects among ecological tour visiting value, collateral services and added values. Structural equation modeling (SEM) was exercised to framework the hypothesis model of ecological tour visiting value, collateral services and added values and for validity verification. The results revealed that the validity of this model was satisfactory fit after the second revision and the effects among ecological tour visiting value, collateral services and added values were positively close. In order to attract more tourists to join Kinmen cormorant season event, it is suggested that the related authority of this event shall promote this event to different segment of people, publish booklets of related activities, provide professional guide services, focus on safety of pick-up service and traffic, emphasize on sanitation of food and beverage. Moreover, the importance of ecological preservation shall be conveyed to tourists during the event.