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題名：建構臺灣離島居民對永續觀光態度與支持模式－兼論量表驗證模型之比較
作者：許程淯
作者(外文)：Hsu, Cheng-Yu
校院名稱：國立臺灣師範大學
系所名稱：體育學系
指導教授：陳美燕
學位類別：博士
出版日期：2014
主題關鍵詞：島嶼觀光；觀光資源管理；模式建構；測量恆等性；island tourism；tourism resource management；model validation；measurement invariance
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本研究旨在探討臺灣離島居民永續觀光態度與支持之模式，為達此研究目的，本研究採二階段進行，研究一用以檢驗中文化「永續觀光態度」量表之跨文化一致性，以及量表之最佳測量模式與測量恆等性；研究二用以檢驗永續觀光態度各因子與支持永續觀光程度之關聯性。研究一第一階段針對澎湖縣馬公市居民進行問卷調查，共回收有效問卷300份，針對有效問卷進行探索性因素分析，結果顯示量表具有跨文化一致性；研究一第二階段針對澎湖縣、金門縣與連江縣三個離島之居民進行問卷調查，各回收有效問卷384份，針對有效問卷進行競爭模型比較及多群組驗證性因素分析，結果顯示最佳測量模型為四因子相關模式，且量表在澎湖、金門與馬祖三個離島之間具有測量恆等性。研究二以澎湖縣七美鄉居民進行問卷調查，共回收有效問卷384份，以結構方程模式進行分析，分析結果以「社區參與最大化」與「支持永續觀光」具有最高之直接正向關聯；「知覺經濟益」與「支持永續觀光」具有直接正向關聯；「環境永續」透過「知覺經濟益」與「支持永續觀光」具有間接正向關聯。研究結果顯示整合「社會交換理論」與「利害關係人理論」之結構模式更能解釋因子間之關聯性，依此建議在島嶼永續觀光管理，透過當地居民組織公民團體，直接或間接參與相關觀光規劃與決策，由居民決定當地之觀光型態；以及制定環境保育規範以維護當地自然與文化之觀光資源，以此維持島嶼觀光之經濟利益永續，進而使居民支持離島永續觀光。
We investigated and validated a model of the attitude and support of offshore island residents toward sustainable tourism. We conducted a 2-stage empirical study. The first empirical study involved testing the cross-cultural validity of the Chinese Sustainable Tourism Attitude Scale and examining the optimal model fit and measurement invariance of this scale. The second empirical study entailed examining the relationships between the factors influencing residents’ attitudes and support toward sustainable tourism. In the first phase of the first empirical study, we collected 300 valid questionnaires from residents of Magong City, Penghu County. We applied an exploratory factor analysis to the collected data and determined that the psychometric properties observed in the Chinese Sustainable Tourism Attitude Scale were consistent with those in the original scale. In the second phase of the first empirical study, we collected 1,152 valid questionnaires from residents of Penghu County, Kinmen County, and Lienchiang County (with each county having 384 respondents) to test the dimensionality and model fit of the Chinese Sustainable Tourism Attitude Scale. The results revealed a 4-dimensional solution of the scale; the data obtained across the 3 counties supported the measurement invariance.
In the second empirical study, we collected 384 valid questionnaires from residents of Qimei Township, Penghu County, to study their attitudes toward sustainable tourism. We analyzed the collected data by using structural equation modeling. The estimated model indicated that the Maximizing Community Participation dimension demonstrated a positive direct effect on supporting sustainable tourism and that this dimension explained most of the variance in the model. The Perceived Economic Benefits dimension exhibited a positive direct effect on supporting sustainable tourism. Perceived Economic Benefits mediated the effect of Environmental Sustainability on supporting sustainable tourism.
Our findings indicated that a structural equation model integrating social exchange theory and the stakeholder theory can effectively explain the relationships among factors influencing the attitudes and support of offshore island residents toward sustainable tourism. The findings provide practical implications for policy makers on how to promote sustainable tourism. First, practitioners should encourage the residents of offshore islands to be either directly or indirectly involved at the planning stage to determine the type of tourism to be implemented in their areas. Second, practitioners should set regulations to conserve natural and cultural tourism resources to sustain the level of economic benefits, which motivate local residents to support sustainable tourism.
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