社頂部落為墾丁國家公園境內核心地帶的社區，雖在綠色旅遊的推動上已趨穩定，但對於永續經營的概念與自身之定位，是否具備足夠的判斷力，皆需加以釐清。本研究目的係以相關參與者為研究對象，分別為「自主推動綠色旅遊之遊客」、「官方單位 (墾丁國家公園管理處)」、「地方代表單位 (社頂部落發展協會)」與「學界代表」等，依序由不同群體的觀點，進行社頂部落在綠色旅遊產業推動的經營策略評估。本研究採量化方式，針對不同參與者進行問卷調查。分別以敍述性統計、因素分析、多元迴歸、重要表現程度與層級分析等，進行資料處理與分析。研究結果：1) 環境認知對環境態度，及環境態度對持續參與意願，皆具正顯著影響；另環境認知亦可直接影響持續參與意願，由迴歸分析結果顯示具預測力。2) 獲得WT關鍵因素—劣勢與威脅為現況之主要問題，並對此問題，提出降低內部劣勢、避開環境威脅的防禦策略，以及規劃符合社頂部落近期、中期與長期之經營方案。3) 現階段經營需求考量方面，由專家團隊評估之結果顯示「團隊整合」，不論發展過程在哪個階段，都是主要的經營核心，而「共同價值觀」與「組織信任」則為團隊合作與長久經營的基礎。永續的生態旅遊在經營上需仰賴社區居民的共識、認同感，才能有效發揮組織功能，改善經營過程中的利益衝突方式，再整合區域相關旅遊產業，達到串聯旅遊服務網絡，以提昇整體競爭力。4) 針對解說服務部分，分析結果顯示，遊客目前仍較重視關懷指標方面，「隨時給予關心」落於立即改進區，表示遊客對解說員在服務過程中的關懷態度，期望與服務感受的差距，對此應立即加強改進。本研究結果除可供政府部門做為評估推動墾丁國家公園周圍，設置生態型經濟產業區之發展方向，並可提供其他風景名勝區之周邊社區，在經營綠色旅遊之參考。

Equally the most critical community in Kenting National Park, and though it is stable in the promotion of green tourism, Sheirding should determine whether it is capable of making assessments in terms of sustainable management ideas and self-positioning. This study regards relevant participants as research subjects, including "green tourism tourists of independent promotion", "official unit (Kenting National Park Headquarters)", "local representative unit (Sheding Development Association)", and "academic representatives". Each party will express their ideas in order to conduct operations strategy, assessment of Sheding in the green tourism industry. The quantitative approach is employed to conduct a survey among varied participants, including data processing and analysis, a questionnaire survey focused on narrative statistics, factor analysis, multiple regression, important performance level, and level analysis. Research Results: 1) The impact of environmental awareness on environmental attitudes, and the environmental attitude of continuous participation are significantly positive:other environmental cognition can also directly affect participation willingness; and results of regression analysis show predictive power. 2) Obtain the key element of WT – for the main issues of disadvantages and threats, a defense strategy should be suggested to reduce internal disadvantages and avoid environmental threats, and provision should be conducted in line with Sheding’s recent medium and long-term business plans. 3) In terms of commercial enterprise needs at the current point, the assessment results of the expert team show that She ding should attach great importance to the operation core of team integration, irrespective of the level of growth. "Common values" and "organizational trust" serve as the foundation for team cooperation and long-term business, and sustainable eco-tourism should rely on the consensus and identity of community residents, in parliamentary procedure to effectively exert the function of the system, improve the interest and conflict modes during operation processes, and then, integrate into the region’s tourism industry to achieve connections with travel service networks to enhance overall competitiveness. 4) In view of the narration service section, tourists still consider care indicators, and the publication of "offering care at any time" is sited in the immediate improvement area, indicating tourists’ attitudes towards care from guides during the inspection and repair process, as considerably as the gap between expected and experienced help, should be raised at once. The results can be provided to other scenic spots in surrounding communities and serve as a reference for the operations of green tourism.

目錄
摘 要 I
ABSTRACT III
謝 誌 V
壹、前言 1
一、研究背景 2
二、研究動機 3
三、研究目的 4
四、研究區域地理位置與限制 5
五、名詞界定 6
貳、文獻探討 8
一、永續發展與旅遊的相關範疇 8
二、綠色旅遊發展現狀 10
三、遊客參與行為 12
四、經營需求與策略 15
五、解說導覽品質對綠色旅遊的影響 17
參、研究方法 19
一、研究區域概況 19
二、研究對象 20
三、研究流程與架構 21
四、研究設計 23
五、自主參與/推動綠色旅遊者之分析方法 26
六、 SWOT與SPACE策略地位評估 27
七、層級分析法 30
八、重要程度表現分析 32
九、研究工具 33
肆、結果與討論 43
一、受測者基本背景 43
二、信度分析 44
三、環境認知、環境態度與持續參與之因素分析 45
四、綠色旅遊者環境認知對環境態度的影響力分析 47
五、綠色旅遊者環境態度對持續參與的影響力分析 48
六、綠色旅遊者的環境認知對持續參與的影響力分析 49
七、綠色旅遊者的環境認知、環境態度與持續參與之相關性 51
八、社頂部落綠色旅遊經營策略之分析 53
九、社頂部落綠色旅遊永續經營之重要策略位置 56
十、社頂部落現階段經營需求評估 59
十一、 現階段經營需求整層級權重與排序 63
十二、綠色旅遊解說服務品質的重視程度與滿意度指數 66
伍、結論與建議 70
一、自主參與/推動綠色旅遊持續行為 70
二、社頂部落綠色旅遊產業之策略地位評估 71
三、社頂部落現階段之經營需求 72
四、綠色旅遊解說服務品質之結果 74
參考文獻 76
附 錄 93











圖表目錄
圖1 本研究區域 20
圖2 研究流程與架構圖 22
圖3 SWOT與SPACE策略矩陣 29
圖4 社頂部落綠色旅遊經營需求之評估構面指標 41
圖5 社頂部落綠色旅遊永續經營之重要策略位置 58
圖6 現階段經營需求整層級權重與排序 65
圖7 遊客對解說服務品質的差異比較 69

表1 R.I. 隨機指數 31
表2 自主參與/推動綠色旅遊者之行為評估 35
表3 社頂綠色旅遊經營狀況評估—SWOT分析表 37
表4 專家問卷之衡量指標 39
表5 解說服務品質之問項 42
表6 環境認知之因素分析 45
表7 環境態度之因素分析 46
表8 持續參與之因素分析 46
表9 環境認知對環境態度的影響力分析 48
表10 環境態度對持續參與的影響力分析 49
表11 環境認知對持續參與的影響力分析 50
表12 綠色旅遊者的環境認知、環境態度與持續參與之相關性 53
表13 社頂部落綠色旅遊經營策略之分析 55
表14 目標構面一致性檢定表 60
表15 增加客群之指標權重 61
表16 團隊整合之指標權重 62
表17 營運策略之指標權重 63
表18 現階段經營需求整層級權重與排序 64
表19 解說服務品質的重視程度與滿意度指數 66

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