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題名:運用擴展的計劃行為理論探討生態旅遊行為之決定因素
作者:邱天佑 引用關係
作者(外文):Tien-You Chiu
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:池文海
學位類別:博士
出版日期:2010
主題關鍵詞:生態旅遊計畫行為理論環境關切道德規範過去行為EcotourismTheory of Planned BehaviorMoral Norms
原始連結:連回原系統網址new window
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環境保育是現今大家所關切的課題,而生態旅遊是以自然環境為基礎,與環境保育息息相關,故生態旅遊的行為研究應受到重視。本研究從生態旅遊定義著手,藉由文獻探討,加入道德規範、環境關切、過去行為、自我認同等變數,形成擴展的計劃行為理論模式,探討遊客生態旅遊行為的決定因素。
本研究採立意抽樣,以到花蓮縣鯉魚潭賞螢之生態旅遊客(n=326)為受訪者,運用結構方程模式驗證變數之間的因果關係。主要研究結果為:(1)道德規範需要透過態度的中介才能正向影響行為意圖;(2)環境關切直接與間接透過主觀規範影響行為意圖;(3)環境關切是賞螢生態旅遊行為意圖的最重要直接影響因素,其餘依序為態度、主觀規範與過去行為,但卻不受知覺行為控制與自我認同所影響;(4)過去行為無須透過知覺行為控制的中介可直接正向影響行為意圖;(5)影響行為依序為行為意圖與知覺行為控制;(6)而涉入之高低程度,並未調節行為意圖對行為的影響。
本研究的學術貢獻為:(1)增加生態旅遊領域的實證文獻,並比較理性行為理論與計劃行為理論兩個原始模式對於行為意圖與行為的解釋力,結果顯示兩者無顯著差異;(2)確認在擴展的TPB模式中的各個外生變數,對於生態旅遊的行為意圖研究的正確因果關係。特別地,在個人因素方面,生態旅遊者的態度受到道德規範的積極影響。而環境關切,對屬於社會面變數的主觀規範有重大直接影響力,同時直接影響賞螢行為意圖,這些發現皆尚未在生態旅遊行為上被充分證實;(3)擴展的TPB模式不僅滿足計劃行為理論的充分性,也提高對行為意圖與行為的預測能力。在賞螢生態旅遊中,環境關切是行為意圖的最重要直接影響因素。顯然足以推論,賞螢生態旅遊者對於環境關心程度確實超越一般大眾觀光遊客;(4)在賞螢生態旅遊中,知覺行為控制不需要透過行為意圖的中介,就能對&;#64008;為產生直接正向的影響。顯然本研究的受訪者是在意志控制下參加賞螢生態旅遊活動。
最後,藉由本研究的結果,從生態旅遊者、業者與政府的角度,分別探討相關實務管理意涵與提出後續研究建議。
Environmental conservation is a major concern worldwide today. Ecotourism is based on natural environment; therefore, ecotourism is closely related to environmental conservation. The study of ecotourism behavior should also be emphasized. The study begins with the definition of ecotourism, the discussion of literature, and the variables such as moral norm, environmental concern, past behavior, and self-identity, to have formed the extending Theory of Planned Behavior (TPB) model to discuss the determinants of ecotourism behavior.
The study consists of 326 purposive samplings that came to watch fireflies at Carp Pond, Hwalian County, and applies structural equation modeling to test the relationships of cause and effect between the variables. The findings are: (1) Moral norm positively affects behavioral intention only when attitude toward the behavior is mediated. (2) Environmental concern has a direct effect on behavioral intention; environmental concern has an indirect effect on behavioral intention, via the mediation of subjective norm. (3)Environmental concern is the most importantly direct factor that influences behavioral intention for visitors to watch fireflies; the rest of factors in influential order are attitude, subjective norm and past behavior, respectively. However, behavioral intention is not influenced by perceived behavioral control or self-identity. (4) Past behavior has a directly positive and significant influence on behavioral intention, without the mediation of perceived behavioral control. (5)The influential factors on the behavior of fireflies-watching are behavioral intention and perceived behavioral control. (6) The degree of involvement of ecotourism does not moderate the relationship between behavioral intention and behavior.
The academic contributions of this study are: (1) To increase the empirical studies of ecotourism and to compare the explanatory powers toward behavioral intention and behavior between the Theory of Reasoned Action and the Theory of Planned Behavior, but the comparison shows no significant difference between there two theories. (2) To confirm the study of correct cause-effect relationship toward behavioral intention of ecotourism of which various exogenous variables in the extending TPB model have. Especially, the attitude of ecotourists is positively affected by Moral norms as a personal factor. Environmental concern has a direct and significant influence on subjective norm which is a societal variable. Environmental concern also directly affects the behavioral intention of firefly-watching. The findings have not fully confirmed in ecotourism yet. (3)The extending TPB model does not only meet the sufficiency of TPB, but also improves the predictive power to the behavioral intention and behavior. In the ecotourism of firefly-watching, the environmental concern is the most importantly direct factor affecting behavioral intention. Apparently, we can assume that the firefly-watching ecotourists have much more environmental concern than traditional tourists do. (4)The perceived behavioral control can have a direct, positive influence on behavior without behavioral intention as a mediator. Obviously, the respondents of the study are under the volitional control to have the firefly-watching tour.
Finally, by means of the results of this study, we discuss some relevant implications of practical management, and propose suggestions for future research through the industry and government perspectives.
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