摘 要 本研究之目的在於探討遊客之基本屬性與其綠色認知之差異,並了解綠色認知對環境態度與生態旅遊地重遊行為意圖三者間之關係。探究國內生態旅遊遊客之特質,期望能提供相關單位未來在生態旅遊地於經營管理上之參考。本研究利用問卷調查方式,針對蒞臨桃米社區之遊客進行調查訪問,採用立意抽樣方法,共取得有效問卷390份。研究中利用描述性統計、因素分析、單因子變異數分析與SEM線性結構模式進行結果之闡述與研究假設之驗證。 研究結果顯示,生態旅遊地遊客具有以下之特質:以女性佔多數,年齡集中在21歲~ 40歲,教育程度偏高,居住地區以中部居多,職業以學生為主。多數遊客聽過生態旅遊,但參與過生態旅遊之人數卻偏少。且大部分之遊客並無參加任何有關於環保與觀光發展組織。 經由SEM線性結構模式進分析,數據顯示本研究模型配適度頗佳。得出以下結論: 1. 遊客綠色認知對環境態度有顯著影響。 2. 遊客環境態度對生態旅遊地之重遊行為意圖無顯著影響。 3. 遊客綠色認知對生態旅遊地之重遊行為意圖有顯著影響。 關鍵字:綠色認知、環境態度、重遊行為意圖、生態旅遊。
Abstract The main purpose of the study is to discuss the tourists’ demographic characteristics and the difference of their green cognition. We also want to figure out the relationship among green cognition, environment attitude and the revisiting intention of ecotourism spot. The study used the structured-direct questionnaire to collect data. In total, the study obtained 390 valid samples by use purposive sampling method. To describe the results and examine the research hypotheses, the study used several statistics, such as descriptive statistics, factor analysis, one-way ANOVA and SEM(Structure Equation model). The results showed that the most of the ecotourists were women; in the age of 21-40; highly educated; and live in the middle of Taiwan; still students. Many tourists heard about the term of ecotourism, but few of them joined the ecotourism. Most of them didn’t join any organizations of environment-protection or tourism-development. By using the SEM analysis, the data shows that the model fit is good. Therefore, the study proposed there major conclusions as below: 1. The tourists’ green cognition had significant different with its environment attitude. 2. The tourists’ environment attitude had significant different with revisiting intension of ecotourism spot. 3. The tourists’ green cognition had significant different with its revisiting intension of ecotourism spot. Keywords: green cognition, environment attitude, revisiting intension, ecotourism.