臺灣博碩士論文加值系統

在觀光業興盛的背後，伴隨著遊客在旅遊景點對當地文化遺跡與環境生態造成不少的衝擊，近年興起以降低破壞與汙染為訴求的旅遊模式，低碳旅遊即以環保與健康為出發點，達到落實友善環境、減少負面衝擊及獲致休閒效益。本研究以參與坪林鄉低碳旅遊活動的遊客為對象，目的為探討樂活生活型態、休閒效益與願付價值之關聯性，同時藉由條件評估法估算遊客對於維護坪林觀光遊憩資源的經濟效益。研究結果顯示：1.運用集群分析法，可將樂活生活型態可區分成「全面樂活族」、「普通樂活族」與「社交樂活族」等三群體，以「全面樂活族」獲得的休閒效益最高；2.透過路徑分析法，驗證出樂活生活型態、休閒效益、願付價值三構面間具有顯著相關；3.經由願付價值影響因素估算，可知「全面樂活族」對於環境保護的願付價值高於其他兩群體，另外，遊客對當地生態環境資源具有認知程度，則願付價值較高、所得越高則願付價值越高、而對當地活動越滿意則願付價值越高；4.使用條件評估法，估計出每位遊客每年對於坪林低碳旅遊服務區的願付價值之金額介於110至180元之間。本研究結果可供相關管理單位與業者參酌採納，針對不同遊客群體的需求，設計與客製化符合低碳與綠色理念的旅遊服務，並於遊程中加強推廣生態與環境資源維護的重要性，未來可藉由坪林觀光遊憩資源保育願付價值的宣導，以促進當地觀光遊憩資源的永續發展。

Developing tourism industries usually brings impacts to local cultural and heritage and environmental ecology. Therefore, a travel pattern of reducing damage and pollution has risen in recent years. Especially low carbon travel which lays stress on both environmental protection and personal healthy could ensure environmental-friendly, reduce negative impacts, and obtain leisure benefit. The study chose travellers who participated in low carbon travel hosted in Pinglin district in Taipei as the subjects. The primary purposes are to assess the relationships between LOHAS lifestyle, leisure benefit and willingness to pay (WTP), and to estimate the economic benefit of protecting tourism resources in Pinglin district using contingent valuation method (CVM). The results revealed that: 1) subjects could be divided in to three segments, including “comprehensive LOHAS” segment, “general LOHAS” segment, and “social LOHAS” segment, via cluster analysis; in which “comprehensive LOHAS” segment had highest leisure benefit; 2) the hypothesized relationships between LOHAS, leisure benefit and WTP were confirmed via the path analysis; 3) the willingness to pay of “comprehensive LOHAS” segment is higher than other two segments; the more the travellers know the local environmental ecology, the higher they were willing to pay for protecting tourism resources in Pinglin; the higher income, the higher satisfaction; and the higher satisfaction, the higher WTP; 4) the value of WTP ranged between NT$ 110 to NT$180 for each traveller annually in Pinglin district. The local government and travel industries should design and customize the low carbon tour based on the demand of travellers. To facilitate the sustainable development of the tourism resources in Pinglin, the importance of maintaining natural ecology and WTP of protecting tourism and recreation resources should be promoted in the future.

中文摘要……………………………………………………………………i
Abstract……………………………………………………………………..ii
目錄…………………………………………………………………………iii
表目錄………………………………………………………………………v
圖目錄 ……………………………………………………………………vii
第一章、緒論...................... 1
第一節 研究背景與動機...............1
第二節 研究目的....................5
第三節 研究流程與步驟...............5
第二章、文獻探討...................7
第一節 低碳旅遊....................7
第二節 樂活生活型態................12
第三節 休閒效益...................19
第四節 條件評估法.................25
第三章、研究方法..................35
第一節 研究架構與假設..............35
第二節 研究調查與抽樣設計...........36
第三節 問卷設計與檢測..............39
第四節 資料分析...................44
第四章、實證結果分析...............49
第一節 問卷檢測...................49
第二節 敘述性統計分析..............55
第三節 因素與集群分析..............64
第四節、PA-OV路徑分析結果..........69
第五節 低碳旅遊者願付價值之市場效益分析 77
第五章 研究結果、討論與建議..........95
第一節 論文概述....................95
第二節 研究結果與討論...............96
第三節 建議......................103
第四節 研究限制...................108
參考文獻.........................109
附錄………………………………………………………………………121

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