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題名:民眾參與生態旅遊行為意向之研究-以壽山國家自然公園為例
作者:李仁俊
校院名稱:國立嘉義大學
系所名稱:企業管理學系
指導教授:蔡佳翰
學位類別:博士
出版日期:2018
主題關鍵詞:國家自然公園行為意向計畫行為理論national nature parkbehavior intentiontheory of planned behavior
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現今隨著社會經濟蓬勃發展,國民所得提高,假期安排便利,人們對於休閒旅遊的需求日益增加,然臺灣土地狹長且人口稠密,人們在都會擁擠繁忙的都會空間生活,休閒運動設施及空間嚴重不足,導致民眾亟望回歸鄉野,且臺灣擁有許多豐富、多變的地質景觀、自然環境與生物種類。因此,遊客到國家公園休閒旅遊成為最佳的選擇。
本研究以計畫行為理論(Theory of Planned Behavior, TPB)為研究架構基礎,再藉由線性結構方程模式分析結果在影響民眾參與生態旅遊的「行為意向」因素上,以「態度」的影響力最大(0.44),其次是「知覺行為控制」(0.32),而「主觀規範」影響則最小(0.24)。此外,「態度」、「主觀規範」及「知覺行為控制」對「行為意向」都有顯著的影響。研究所建構的生態旅遊的行為意向模式檢定結果,達到可接受水準以上,對民眾的實際行為已具備解釋能力,且整體模型配適度尚佳,可提供良好的解釋與預測。
最後,根據研究結果,在「態度」、「主觀規範」、「知覺行為控制」、「外在變項」四方面對國家自然公園籌備處及政府相關單位提出實務經營之政策建議。
關鍵字:國家自然公園、行為意向、計畫行為理論。
The demands for leisure tourism increase recently due to the factors as the development of social economy, higher gross national income, and the convenience of holiday arrangements. However, because of the long land and dense poputation in Taiwan, people live in crowded and busy metropolitan areas with serious shortage of recreational facilities and space. As a result, people yearn to return to the countryside. In addition, Taiwan has many rich and ever-changing geological landscapes, natural environments and living species, therefore leisure travel to the National Park has become one of the best choice for tourists.
This study is based on the Theory of Planned Behavior (TPB) and is analyzed through the structure equation modeling. Consequently the results indicate that the “attitude”(0.44) affects the “behavior intention” of visitors’ participation in ecotourism most, secondly is the “perceived behavioral control”(0.32), and the “subjective norms”(0.24) is the least. Furthermore, "attitude", "subjective norms", and "perceived behavioral control" all of have considerable influence upon the behavior intention. The results of the models are above acceptable level. The models explain visitors’ behavior and have the good fit indices.
Last but not least, according to the results of this study, policy suggestions for the practical operation of the National Park Service and relevant government agencies are discussed.
key words: national nature park、behavior intention、theory of planned behavior
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