後豐鐵馬道遊客環境知覺對行為意圖之影響

The Effects of Environmental Perception on Behavioral Intention for Tourists at the Hou-Fong Bikeway

宋威穎(Wei-Ying Sung) ； 雷文谷(Wen-Guu Lei) ； 沈益如(Yi-Ju Shen)

《運動事業管理學術研討會論文集》 8期 (2009/05) Pp. 139-148

https://doi.org/10.29464/YDSYGL.200905.0139

摘要

本研究主要目的是在探討后豐鐵馬道遊客環境知覺感受對其行為意圖之影響，以后豐鐵馬道遊客為對象進行調查，採用便利取樣方式發放問卷，共計發出600份問卷，回收有效問卷共538份，有效問卷回收率為89.7%，經描述性統計、皮爾森積差相關及典型相關分析後發現：1遊客對后豐鐵馬道的「人為設施」及「自然景觀」普遍具有正向的知覺感受，而對后豐鐵馬道亦具有高度的推薦意願及重遊意願；2后豐鐵馬道遊客的環境知覺與其未來的行為意圖間有顯著關係；3后豐鐵馬道遊客「人為設施」與「自然景觀」環境知覺越正面者，其未來的重遊意願與推薦意願會越高，根據分析結果，本研究不僅對政府相關單位提出相關建議，亦針對此議題提出後續研究之建議。

關鍵字

后豐鐵馬道 ； 環境知覺 ； 行為意圖

並列摘要

The purpose of this study was to discuss the effects of environmental perception on behavioral intention for tourists at the Hou-Fong bikeway. The convenient sampling method was used to collect data. A total of 600 questionnaires were handed out to tourists at the Hou-Fong bikeway, and 538 valid copies were retrieved (retrieval rate: 89.7%). A statistical analysis indicates that: 1.There was a positive cognition in ”man-made facility”, and ”natural scene” for the tourists at the Hou-Fong bikeway, and strong willingness for recommendation and revisit; 2There was a significant positive correlation between environmental perception and behavioral intention for the tourists at bikeway; 3.the tourists with higher environmental perception in ”man-made facility” and ”natural scene” will have higher willingness for recommendation and revisit in the future. Finally, this study, which is based on the findings, will provide some suggestions for the government as well as for the future studies.

並列關鍵字

Hou-Fong Bikeway ； environmental perception ； behavioral intention