本研究以Perdue et al.(1990)及Ko & Stewart(2002)所建立之評估居民態度與觀光發展關係之理論架構為基礎,將個別居民的獲利、社區滿意度、觀光衝擊認知、以及居民對觀光發展的態度等五個潛在變數加以連結,透過線性結構方程式(Structural Equation Modeling,SEM)檢測各變數的關係,並以王功地區居民為實證研究對象。經問卷調查後,共取得300份有效問卷。 研究結果顯示,王功地區居民對當地未來觀光發展的態度,主要受到居民對「整體社區滿意度」及「觀光正面衝擊認知」兩個因素所影響,其中又以對觀光正面衝擊認知的影響程度較大。居民個人在觀光發展過程中是否獲利,則不會直接影響其對未來觀光發展的態度,而是透過對觀光正面衝擊的認知間接影響。另一研究發現是,居民對當地社區的滿意度,並不會受到個人是否獲利,以及對觀光所帶來之正負面衝擊認知所影響,顯示居民對社區的滿意度與觀光發展為核心之相關投入並無關連。 本研究共提出九個觀光發展與居民態度模型假設路徑,共計有三個測量模型之假設路徑成立,雖結果不盡理想,然而,本研究結果或許也顯示出,在台灣地區觀光發展的過程中,「居民」、「社區」與「觀光發展態度」三者之間的互動關係較為單純。換言之,對居民而言,只要在發展觀光的過程中獲利,對觀光發展的衝擊就會有較為正面的認知,也會因此進一步支持未來觀光的發展。
Resident’s perceptions of tourism impact and attitude toward tourism development are an important topic in tourism research. Past researches on this issue mostly used the demographic characteristics of resident as explanatory variables. Ko & Stewart (2002) proposed a conceptual framework that include five latent variables: personal benefits from tourism development, perceived positive tourism impacts, perceived negative tourism impacts, overall community satisfaction, and attitudes for additional tourism development to extend such research both in theory and practice, and provide more insights to resident behavior and local tourism development. The purpose of this research is to re-test Ko et al.’s structural model by using the case of Wang-Kung, a well-known tourist destination located in the southern area of Taiwan.The data collection yielded 300 valid responses. The results indicated that only three path hypothesis were supported by Wang-Kung area, i.e., ‘personal benefits from tourism development’ are positively related to ‘positive perceived tourism impacts’, ‘positive perceived tourism impacts’ are positively related to ‘attitude for additional tourism development’, and ‘overall community satisfaction’ are positively related to ‘attitude for additional tourism development’.