臺灣博碩士論文加值系統

臺灣是一個四面環海的海島型國家，海岸的寬廣及海洋資源皆呈現豐富化，提供了多樣化的海域遊憩活動，在台灣東部海岸的自然景觀以及雪山隧道通車後，吸引了各地的民眾到東部從事水上休閒活動。其中又以烏石港的地點離雪山隧道最接近造成遊客擁擠密度最高。隨著海灘使用者的增加，對於海灘使用者的需求及海岸的重視程度加以明確的分類，有助於海岸的永續性發展，提升永續發展下的海岸觀光。
推拉動機是包含內外在兩種層面的影響力所影響，本研究以推拉動機為理論基礎，除了去探討前往海灘的旅遊動機並透過Leatherman (1998)所提出的海灘權重檢核表，以旅遊動機構面之變項探討對於海灘環境屬性重視度之影響。
本研究先透過質性研究歸納出前往海灘遊憩之旅遊動機問項以及海灘環境屬性重視度，後續以量化步驟進行驗證。研究採取立意抽樣，以宜蘭烏石港海灘內之攜家帶眷的遊客以及衝浪者為對象，進行416份問卷調查。研究結果發現：
1. 前往海灘遊憩之旅遊動機新增問項共9題，海灘環境屬性重視度新增問項共2題。
2. 不同的海灘使用族群在旅遊動機以及環境屬性重視度層面上有顯著差異。
3. 旅遊資訊搜尋來源不同於過往研究，並無顯著的在海灘環境屬性重視度上有差異。
4.攜家帶眷的遊客中推拉動機構面以「運動冒險」為影響海灘環境屬性重視度各層面之主要因素；衝浪者中推拉動機構面以「環境安全感」為影響海灘環境屬性重視度各層面之主要因素。
研究結果能在海灘環境的經營管理面上，藉由了解海灘使用者所重視的海灘環境屬性，並結合旅遊動機的因素進行海灘環境的規劃管理，能讓政府及當地業者更能掌握住遊客的需求，提升遊憩品質及達到生態永續發展之目標。

Taiwan is a country around the sea which has spacious seacoast and abundant resources to provide variable recreation activities of beach. In East Coast of Taiwan and the SYUESHAN tunnel was built, there are attracting lots of tourists to do recreation activities. Because Wu-Shih harbor is nearest SYUNSHAN tunnel than others, the beach is crowed in every summer season. When the number of tourists is increasing, there must be classify the need of tourists and coast value of setting attributes. It is not only sustaining development of coast but also increase the coast tourism.
Push-Pull motivation is including internal and external affection. However, in this research use Push-Pull motivation theory as research theory and the research purpose is to understand the relationship of travel motivation and beach value of setting attributes by beach rating checklist issued by Leatherman in 1998.
The author uses a qualitative process to conclude the specific travel motivation for beach and beach value of setting attributes then a quantitative process to confirm the validity of the scale. The research was aimed at family tourists and surfers in the Wu-Shih harbor beach with 416 retrieved samples. The findings are:
1. The specific travel motivation of beach totally adds 8 new items in it; the beach value of setting attributes totally adds 2 new items in it.
2. The travel motivation and beach value of setting attributes are different between family tourists and surfers.
3. Travel information has no significant effects on beach value of setting attributes in the past research.
4. The “Sport and adventure” of family tourists is the main effect on beach value of setting attributes; the “security of environment” of surfer is the main effect on beach value of setting attributes.
The study result of management on beach is based on the beach value of setting attributes which think highly of tourists in Wu-Shih harbor beach, and integrate with factors of travel motivation. It is hoped that government and local business realize the need of tourists and increase the quality of recreation to get the goal of develop sustainable.

摘要 I
ABSTRACT II
謝誌 IV
目錄 V
表目錄 VIII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與對象 5
第四節 研究流程 9
第二章 文獻回顧 11
第一節 旅遊動機 11
第二節 推拉動機理論之相關研究 26
第三節 旅遊資訊搜尋 35
第四節 海灘環境屬性重視度 39
第三章 研究方法 43
第一節 研究架構 43
第二節 研究假設 44
第三節海灘旅遊動機訪談與問項發展(階段一) 49
第四節測量變項(階段二) 56
第五節問卷預試 58
第六節 資料分析方法 63
第四章 資料分析 66
第一節 海灘使用者族群背景資料分析 66
第二節 旅遊動機因素分析 71
第三節 海灘環境屬性重視度因素分析 76
第四節 海灘使用者旅遊動機差異檢定分析 79
第五節 海灘使用族群旅遊資訊搜尋相關分析 81
第六節 旅遊動機與海灘環境屬性重視度關係分析 82
第七節 海灘使用者旅遊資訊搜尋及海灘環境屬性重視度檢定分析 92
第八節 海灘使用者海灘環境屬性重視度檢定分析 95
第五章 結論與建議 97
第一節 結論 98
第二節 建議 103
參考文獻 106
附錄一 東北部海灘勘查整理 117
附錄二、訪談大綱 122
附錄三、前測問卷 124
附錄四、正式問卷 129
附錄五、項目分析結果表 135

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