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研究生:林愷茵
研究生(外文):Kai-Ying Lin
論文名稱:計劃行為理論探討遊客對於生態旅遊之行為意圖-以台江國家公園黑面琵鷺保護區為例
論文名稱(外文):Explaining Tourists’ Intention to Ecotourism in the Context of the Theory of Planned Behavior: The Case Study of the Taijiang National Park Black-Faced Spoonbill Conservation Area
指導教授:李明聰李明聰引用關係
指導教授(外文):Ming-Tsung Lee
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:觀光與餐旅管理系
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:134
中文關鍵詞:計劃行為理論生態旅遊黑面琵鷺保護區台江國家公園
外文關鍵詞:Theory of Planned BehaviorEcotourismBlack-Faced Spoonbill Conservation AreaTaijiang National Park
相關次數:
  • 被引用被引用:42
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隨著社會經濟發展,國民所得提高,周休假日的實行,人們對於休閒旅遊的需求日益增長。在地球暖化與生態環境等議題受到關注的現今社會,為了能兼顧自然環境保育與滿足人類日漸多樣化的需求,並且降低對環境負面衝擊,「生態旅遊」(Ecotourism)的旅遊概念應運而生。1988年,國際自然保護聯盟(IUCN)將黑面琵鷺列為全世界瀕危的鳥種之一,目前全球普查數量不超過三千隻,而每年來台度冬卻佔全球總數的二分之一,可見台灣是黑面琵鷺的最大度冬棲息地。故本研究以蒞臨台江國家公園黑面琵鷺保護區之遊客為研究對象,以計劃行為理論為基礎,加入生態意識與利他主義等變項來瞭解遊客在安排休閒旅遊時,除了態度、主觀規範、知覺行為控制之外,個人的生態意識與利他主義是否能影響遊客再度選擇生態旅遊之行為意圖。本研究採問卷調查之便利抽樣法,回收300份有效問卷,利用結構方程式模式來驗證本研究之研究假設。研究結果顯示,遊客之行為信念、規範信念以及控制信念分別對其態度、主觀規範、知覺行為控制有正向影響;態度、主觀規範、知覺行為控制對行為意圖有正向影響;生態意識與利他主義對行為意圖有正向影響;生態意識對利他主義有正向影響。從事生態旅遊的遊客具有保護自然生態的意識,能提高再次參與生態旅遊的行為意圖;並將研究結果提供給台江國家公園管理處,希望透過生態旅遊方式讓遊客認識生態保育的重要,喚起生態意識,得以讓自身所處環境永續發展。
With the development of socio-economy, the increasing of national income, and the implement of two days off a week, the demand for people to take a leisure trip has been gradually increasing. Presently, the society is very concerned about the issues of global warming and ecological environment pollution. In order to protect natural environment, satisfy people’s varied demands, and decrease the negative influence of environment, the new concept of tourism called ecotourism was born. In 1988, International Union for Conservation of Nature (IUCN) put the Black-Faced Spoonbill on the Red List of Threatened Species. According to the global census, the number of the Black-Faced Spoonbill is less than 3,000, and half of them come to Taiwan to spend the winter. This indicates that Taiwan is the largest habitat of the Black-Faced Spoonbill. The study incorporates ecotourism and altruism with TPB model to investigate tourists’ behavior intention when visiting the Black-Faced Spoonbill Reserve Area of Taijiang National Park. The purpose of this study is to explore whether personal eco-awareness and altruism can affect the intention of those tourists who plan to take a trip to choose ecotourism again aside from the variables of attitude, subjective norm and perceived behavior control. The research used questionnaire for data collection and 300 effective ones were retrieved. Structural equation modeling was used to analyze the data and the test hypothesis. The results of the research were as follows. Tourists’ behavior beliefs, normative beliefs, and control beliefs have positive influences on their attitude, subjective norm, and perceived behavior control, respectively. Attitude, subjective norm, and perceived behavior control have positive influences on behavior intention. Eco-awareness and Altruism have positive influences on behavior intention. Eco-awareness has positive influences on altruism. Tourists who choose ecotourism have the awareness to protect the environment and there will be greater possibility for them to join the ecotourism next time. The findings can be served as a reference for Taijiang National Park Headquarter, and it is expected that by participating ecotourism, tourists can realize the importance of ecological conservation, and their eco-awareness can be aroused so that we can have a permanently-developed living environment.
誌謝 IV
目錄 V
表目錄 VIII
圖目錄 X
一、緒論 1
1.1研究背景與動機 1
1.1.1黑面琵鷺保育事紀 5
1.1.2黑面琵鷺在台灣 7
1.1.3經濟開發計畫與黑面琵鷺保育之衝突 8
1.1.4認識黑面琵鷺 10
1.2研究目的 12
1.3研究流程 12
二、文獻回顧 14
2.1理性行動理論(Theory of Reasoned Action, TRA) 14
2.1.1理性行動理論的基本假設 14
2.1.2理性行動理論的應用限制 15
2.2計劃行為理論(The Theory of Planned Behavior, TPB) 15
2.2.1態度(Attitude toward behavior, AB) 16
2.2.2主觀規範(Subjective norm, SN) 16
2.2.3知覺行為控制(Perceived behavior control, PBC) 17
2.2.4行為意圖(Behavior intention, BI) 17
2.3生態旅遊(Ecotourism) 18
2.4生態意識(Eco-awareness) 20
2.5利他主義(Altruism) 21
三、研究方法 24
3.1研究架構 24
3.2研究假設 25
3.3研究基地 25
3.4研究對象 28
3.5抽樣方法 28
3.6問卷設計 29
3.6.1行為信念(Behavioral beliefs) 29
3.6.2規範信念(Normative beliefs) 30
3.6.3控制信念(Control beliefs) 31
3.6.4態度(Attitude) 34
3.6.5主觀規範(Subjective norm) 36
3.6.6知覺行為控制(Perceived behavioral control) 39
3.6.7生態意識(Eco-awareness) 42
3.6.8利他主義(Altruism) 44
3.6.9行為意圖(Behavioral intention) 47
3.6.10受訪者之社會經濟背景(Socio-demographic characteristics) 48
3.7問卷預測與修改 53
3.8統計分析方法 55
3.8.1敘述性統計分析 55
3.8.2信度分析 55
3.8.3項目分析 56
3.8.4結構方程式分析 56
四、分析結果與討論 65
4.1受訪者的社會經濟之背景統計 65
4.2計劃行為理論模式(模式一) 66
4.2.1敘述性統計分析 67
4.2.2信度與項目分析 68
4.2.3結構方程式 71
4.3計劃行為理論與生態意識(模式二) 78
4.3.1生態意識之敘述性統計分析 78
4.3.2生態意識之信度與項目分析 79
4.3.3生態意識之結構方程式 79
4.3.4計劃行為理論與生態意識(模式二)整體分析 82
4.4計劃行為理論與利他主義(模式三) 85
4.4.1利他主義之敘述性統計分析 86
4.4.2利他主義之信度與項目分析 86
4.4.3利他主義之結構方程式 87
4.4.4計劃行為理論與利他主義(模式三)整體分析 89
4.5計劃行為理論、生態意識與利他主義(模式四) 92
4.6四種模式結構方程式之比較與分析 96
4.6.1模式一(TPB) 96
4.6.2模式二(TPB+EA) 96
4.6.3模式三(TPB+AL) 97
4.6.4模式四(TPB+EA+AL) 97
4.7四種模式多元回歸之比較與分析 99
4.7.1模式一(TPB) 100
4.7.2模式二(TPB+EA) 100
4.7.3模式三(TPB+AL) 100
4.7.4模式四(TPB+EA+AL) 100
4.8小結 101
五、結論與建議 103
5.1結論 103
5.1.1研究樣本分析 103
5.1.2遊客之態度、主觀規範、知覺行為控制、生態意識以及利他主義對於參與生態旅遊之行為意圖的影響與分析 104
5.2建議 108
5.3研究限制 112
參考文獻 113
中文部分 113
英文部分 115
附錄一:正式問卷 120
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