臺灣地區四面環海，海岸線長達1,566公里，海洋是我國人發展運動休閒項目，提昇民眾生活品質最佳途徑之一，如何有效利用海洋資源，開創海洋運動休閒價值與觀念，普及海洋運動人口，將是本世紀最重要課題之一。本研究目的係以澎湖遊客從事之水域遊憩活動行為意向檢驗計畫行為理論用於預測水域遊憩活動行為意向的適切性；分析影響澎湖遊客從事水域遊憩活動行為意向的主要因素為何；藉以發現有效推動澎湖遊客從事水域遊憩活動之實施策略為何。本研究以Ajzen所提出之計畫行為理論為基礎，針對澎湖地區遊客進行相關問卷調查研究，共完成207份問卷調查。研究結果顯示研究參與者對水域遊憩活動的態度、主觀規範、知覺行為控制能顯著地預測其從事水域遊憩活動的意向；研究參與者對水域遊憩活動的行為信念、結果評價之交叉乘積和與從事水域遊憩活動態度之間有顯著相關；研究參與者對水域遊憩活動的規範信念、依從動機之交叉乘積和與從事水域遊憩活動主觀規範之間有顯著相關；研究參與者對水域遊憩活動的知覺障礙信念、知覺控制力之交叉乘積和與從事水域遊憩活動知覺行為控制之間有顯著相關。本研究結果或許可提供政府相關單位對於推動發展澎湖觀光旅客從事水域遊憩活動行為時參考。

The water recreation has been a fast-growing recreation in Taiwan. However, the development of tourists' places serious environmental loads on the environment, such as resource usage, waste management and pollution. In order to find an effective strategy to promote water recreation in water tourism, it is important to explain the factors that will affect the water activities behaviors of tourists. The Theory of Planned Behavior (TPB) is used as a framework for understanding how beliefs influence decisions regarding water recreation. Respondents completed a survey that assessed their behavioral, normative, and control beliefs in relation to their intentions to water recreation. Overall, tourists with strong intentions to water recreation differed significantly in their beliefs, compared to tourists who had weak intentions to water recreation. Strong intentions to water recreation were associated with a favorable cost-benefit analysis, greater perceptions of normative support for the practice and lower perceptions of the extent to which barriers would impede water recreation. Perceived behavioral control, which refers to people's perceptions of their ability to perform a given behavior, was the most important factor in determining intentions to water recreation. Implications for policy and extension practice are also discussed.