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題名：探索生態旅遊行為意圖的影響因素--遊客創新、風險知覺、興趣、涉入與支持度的關係
書刊名：戶外遊憩研究
作者：張淑青
作者(外文)：Chang, Su-ching
出版日期：2010
卷期：23:2
頁次：頁53-77
主題關鍵詞：創新；風險知覺；興趣；涉入；支持度；行為意圖；Innovation；Risk perceptions；Interest；Involvement；Support；Behavioral intentions
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(6) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:68
  • 點閱點閱:153
本研究目的在於以資源基礎理論及信念（知覺）→態度→意圖模式(Oliver, 1980)為基礎，探索潛在遊客對生態旅遊的行為意圖。建構以遊客創新、風險知覺、對生態觀光核心資源的興趣為前因變項，以涉入、生態觀光支持度為中介變項，以行為意圖影響為結果變項之因果整合模式，探討這些變項之間的交互影響關係。選擇澎湖生態旅遊為研究範圍，由澎湖生態旅遊潛在遊客的觀點，針對到訪澎湖的遊客進行問卷調查，總計得到534份有效問卷，經由參數估計加以分析顯示，遊客創新、興趣對涉入有正向顯著影響，解釋變異R2值為0.37，遊客興趣、涉入對支持度有正向顯著影響，解釋變異R2值為0.34，遊客涉入、支持度對行為意圖亦有正向顯著影響，解釋變異R2值為0.44，進一步分析發現「興趣」扮演遊客未來選擇生態旅遊產品意向的關鍵驅動因子，研究結果提供澎湖相關單位在發展與推動生態觀光旅遊的建議與參考。
The purpose of this study was to explore influence factors related to behavioral intentions of ecotourism visitors. A structural questionnaire was developed as a survey tool. The subjects of this study comprise latent visitors of ecotourism in Penghu. A cause-effect model was constructed on the basis of the resource-based theory and “belief(perception)-attitude-intention” process in cognitive psychology. The three variables visitors' innovation, risk perceptions, and interest in ecotourism resources were taken as antecedents, the two variables visitors’ involvement and support of ecotourism were taken as mediated variable, and visitors’ behavioral intentions was taken as effect variable in our causeeffect model, and their relationships were subjected to testing using the structural equation modeling(SEM). A total of 534 valid questionnaires were collected for analysis. The findings of this study indicate that the structural model employed fits the data very well. Our results demonstrate that visitors' innovation and interest have positive effects on involvement which explained variance R-square value is 0.37; visitors' interest and involvement have positive effects on support which explained variance R-square value is 0.34, and visitors' involvement and support have positive effects on behavioral intentions which explained variance R-square value is 0.44 as well. In addition, findings reveal that visitors' interest in ecotourism resources turns out to be a key driving force of behavioral intentions. The findings will serve as useful references to guide the ecotourism marketing strategies in Penghu.
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研究報告
1.許義忠(2002)。從質化觀點建構台灣本土遊憩體驗歷程模式－以生態旅遊為例。  延伸查詢new window
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學位論文
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3.粘柏菁(1997)。以資源基礎理論的觀點探討觀光資源特性與發展策略關係之研究－以花蓮地區觀光資源為例，花蓮。  延伸查詢new window
4.張雅雯(2009)。生態旅遊地遊客綠色認知、環境態度與重遊行為意圖之研究，台中。  延伸查詢new window
圖書
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3.陳正昌、程炳林、陳新豐、劉子鍵(2004)。多變量分析方法--統計軟體應用。台北市：五南圖書出版股份有限公司。  延伸查詢new window
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圖書論文
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