推敲可能性模式在陽明山國家公園遊憩態度上之研究

A Study of Elaboration Likelihood Model Apply in Tourism Attitude at Yangmingshan National Park

陳映潔(Ying-Chiek Chen)

指導教授 ： 李國忠

國立臺灣大學/生物資源暨農學院/森林環境暨資源學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.02229

摘要

近年來國人對戶外遊憩的需求與日俱增，隨著環境保護主義與生態保育理念提升，現在的旅遊事業希望能在環境保育下永續經營，使得生態旅遊(Ecotourism)的觀念逐漸受到重視。面對生態旅遊者想要的是一種深度、真正的經驗，強調透過解說的方式來了解當地特殊的自然與人文資源，藉以產生負責任的環境行為。

本研究以「推敲可能性模式(Elaboration Likelihood Model, ELM)」為基本架構，以涉入(Involvement)、環境知識(Environmental Knowledge)為自變數，環境行為(Environmental Behavior)、永續發展(Sustainable Development)為應變數，進行試驗操作，擬定2 (高/低 涉入)*2 (高/低 環境知識)*2(有/無 接受解說員解說)三維ANOVA實驗設計，目的在了解遊客對環境的態度。是否「接受過解說員解說的遊客（採中央線索）」，對環境行為意向、永續發展態度比「沒接受過解說員解說的遊客（採周邊線索）」來得好？另外，遊客的涉入、環境知識程度上的不同，是否會對環境行為意向及永續發展態度有顯著性影響？及背景因素對線索、涉入與環境知識的影響。

本研究以陽明山國家公園為研究個案調查區，探討遊客在國家公園進行生態旅遊活動時，遊客對解說人員提出的資訊，是否具備足夠的動機（涉入）與能力（環境知識）來處理，解說是否可以加強遊客原先對環境的態度？

故本研究的研究結果，如下所示：

（一）在中央線索(有解說)下，高涉入者在「環境行為意向」及「永續發展態度」上比低涉入者來得顯著；在周邊線索(無解說)下，低涉入者在「環境行為意向」及「永續發展態度」上比高涉入者來得顯著。

（二）在中央及周邊線索下，高、低環境知識在「環境行為意向」及「永續發展態度」上，並無顯著差異。

（三）在高涉入下，中央比周邊線索更顯著影響遊客的「環境行為意向」及「永續發展態度」；但在低涉入下，周邊、中央線索在「環境行為意向」及「永續發展態度」上，並無顯著影響。

（四）在高環境知識下，中央、周邊線索在「環境行為意向」及「永續發展態度」上，並無顯著影響；但在低環境知識下，周邊比中央線索更顯著影響遊客的「環境行為意向」及「永續發展態度」。

（五）在中央線索下，涉入與環境知識在「環境行為意向」上有顯著交互作用，但在「永續發展態度」上並無顯著交互作用；在周邊線索下，涉入與環境知識在「環境行為意向」及「永續發展態度」上皆無顯著交互作用。

關鍵字

生態旅遊 ； 推敲可能性模式 ； 涉入 ； 環境知識 ； 環境行為 ； 永續發展

並列摘要

During recent years, people’s demand for outdoor recreation is growing with each passing day; well the awakening of environmental protectionism and ecological preservation. We hope that the tourism business can have sustainable development, and the concept of ecotourism is receiving more attention. The ecological tourists want an insight and true experience regarding to the local natural resource and humanistic resource is order to promote a responsible environmental behavior.

This study takes “Elaboration Likelihood Model, ELM” as the basic structure in which the involvement and environmental knowledge are regarded as independent variables, while environmental behavior and sustainable development as dependent variables; 2 (high/low involvement) * 2 (high/low environmental knowledge) * 2 (with/without narrator’s interpretation) are used in the three dimensional ANOVA experimental design, in order to explore the environmental behavior mode of the tourists. Whether the tourists with narrator’s interpretation (central clue) have better environmental behavior intention and sustainable development manner than those tourists without narrator’s interpretation (peripheral clue)? In addition, whether the difference in the involvement and environmental knowledge of a visitor will cast a significant effect on his attitude towards environmental behavior intention and sustainable development manner? And the effects of other background factors on environmental behavior intention and sustainable development manner.

Yangmingshan National Park is selected as the investigation spot in this study. In this study, we try to explore the motivation (involvement) and ability (environment knowledge) of a visitor towards the information provided by the narrator, and the effect of narrator’s interpretation on the visitor’s attitude towards environment.

The results of this study are listed as follows:

1.Under the central clue (with narrator), more significant effect on those visitors with high involvement towards” environmental behavior intention” and “sustainable development manner” than those visitors with low involvement; under the peripheral clue (without narrator), the contrary trend is true.

2.Under the central clue, both high and low environmental knowledge make no significant difference in the environment behavior intention and the sustainable development manner.

3.Under high involvement, central clue makes more significant effect than peripheral clue on the environment behavior intention and the sustainable development manner. Under low involvement, central clue does not make significant effect than peripheral clue on the environment behavior intention and the sustainable development manner.

4.Under high environment knowledge, both central clue and peripheral clue do not make significant effect on the environment behavior intention and the sustainable development manner. Under low environmental knowledge, peripheral clue makes more significant effect than central clue on the environment behavior intention and the sustainable development manner.

5.Under the central clue, there is significant interaction between the involvement and the environment knowledge on the environment behavior intention, but no significant interaction between the two on development manner. Under the peripheral clue, there is no significant interaction between involvement and the environment knowledge on the environment behavior intention and the sustainable development manner.

並列關鍵字

Ecotourism ； ELM ； Involvement ； Environmental Knowledge ； Environmental Behavior ； Sustainable Development

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