生態旅遊行爲模式研究

The Ecotourism Behavioral Model

高明瑞(Ming-Rea Kao) ； 洪振超(Chen-Chao Hung) ； 黃啓誠(Chi-Cheng Huang)

《戶外遊憩研究》 16卷2期 (2003/06) Pp. 23-48

https://doi.org/10.6130/JORS.2003.16(2)2

摘要

自然保護區已逐漸地成爲吸引旅遊者嚮往旅遊的目的地，隨著國人休間旅遊的增多以及環境保育原則的兼顧下，台灣政府也設立具有環境教育功能的自然保護區，例如國家公園或是自然公園，近年來生態旅遊的提出就是一項結合環保與遊憩的觀念，以鼓勵遊客在自然保育的公園內能夠從事關懷自然環境的行爲。本研究以理性行爲理論爲基本架構並納入環境知識變數，提出以態度、主觀規範與環境知識等變數爲架構的生態旅遊行爲模式，探討影響生態旅遊行爲的關鍵因素，本研究針對300位紫山自然公園的遊客進行問卷調查，以結構方程式模型驗證此行爲模式，根據研究結果，提出提高生態旅遊行爲的政策建議。

關鍵字

生態旅遊 ； 理性行爲理論 ； 結構方程式模型

並列摘要

Tourists have been gradually attracted to nature preserves. Due to tourism and environmental protection needs, the government in Taiwan has established some nature preserves such as the national parks providing environmental education. Combing environmental protection and leisure activities, the ecotourism invites tourists to adopt environmental behavior. Thus, the antecedents of the behavior of ecotourism are examined in the context of a behavioral model. This model incorporates environmental knowledge and a wide variety of important factors from previous research into a single theoretical framework provided by The Theory of Reasoned Action. The model is tested using data from a sample of 300 visitors. The data was analyzed using structural equation modeling, and from the results implications for public policy were derived.

並列關鍵字

Ecotourism ； The Theory of Reasoned Action ； structural equation modeling

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