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題名:露營動機、持久涉入與旅遊行為之關係:兼論休閒效益與地方依附之角色
作者:熊明禮
作者(外文):HSIUNG, MING-LEE
校院名稱:銘傳大學
系所名稱:企業管理學系
指導教授:翁振益
學位類別:博士
出版日期:2021
主題關鍵詞:露營動機露營休閒效益露營持久涉入露營地方依附露營旅遊行為Camping MotivationCamping Endurance InvolvementCamping Leisure BenefitsCamping Place attachmentCamping Travel Behavior
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露營是台灣近十年逐漸發展成熟的一項新興戶外休閒活動,有關露營的變項機制為何?尚待釐清研究架構。本研究提出露營動機、露營持久涉入、露營休閒效益、露營地方依附與露營旅遊行為等變項來探討彼此之間的關係。本研究主要目的在了解露營持久涉入在露營動機與露營旅遊行為的關係中是否具有中介效果,以及探討露營休閒效益與露營地方依附在露營動機與露營旅遊行為關係之中所扮演的角色。本研究以露營者為研究對象,以問卷調查法進行資料蒐集,並蒐集有效樣本共209份。運用結構方程模式進行各項資料的檢定。研究發現露營休閒效益對露營動機與露營持久涉入具有調節效果、露營地方依附對露營持久涉入與露營旅遊行為具有調節效果,露營動機會透過露營持久涉入影響露營旅遊行為,即露營持久涉入在露營動機與露營旅遊行為關係之中扮演中介角色。本研究結果有助於休閒遊憩管理者研擬露營活動執行方針與行銷策略,讓露營愛好者更會投入露營活動中。
Camping is an emerging outdoor recreational activity that has gradually developed and matured in Taiwan in the past decade. What is the mechanism for the variables involved in camping? The research structure has yet to be clarified. This study explore the relationship between the variables such as camping motivation, camping endurance involvement, camping leisure benefits, camping place attachment and camping tourism behavior. The main purpose of this study is to explore the camping endurance involvement mediating effect in the relationship between camping motivation and camping tourism behavior, and to explore the role of camping leisure benefits and camping place attachment in the relationship between camping motivation and camping tourism behavior. A self-administered survey was completed by 209 Taiwanese campers, and a structural equation model was used to examine the causal relationships among the variables. The study results show that the leisure benefits of camping has a moderate effect on camping motivation and camping endurance involvement, and place attachment of camping has a moderate effect on camping endurance involvement and camping tourism behavior, and the camping motivation influences camping tourism behavior through camping endurance involvement. Endurance involvement plays a mediating role in the relationship between camping motivation and camping travel behavior. The results of this research will help leisure and recreation managers to develop camping activities implementation policies and marketing strategies, so that camping enthusiasts can be more involved in camping activities.
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