野柳地質公園華語遊客負責任環境行為結構方程模型之研究

Abstract

臺灣近年來觀光旅客人數大幅增加，帶動旅遊相關產業的蓬勃發展。但是在另一方面，也常在電視報章等媒體聽到或看到遊客在旅遊景點破壞景觀、生態，以及環境等不良行為的相關報導。旅遊景點是發展旅遊的客體，當其被破壞之後，觀光活動及其衍生的經濟和相關利益也將會消失。因此，旅遊景點的永續發展與遊客環境友善行為之關係相當重要。由於遊客的行為對於環境的影響非常鉅大，本研究即欲探討影響遊客負責任環境行為的相關變項，藉此尋求改善遊客破壞環境行為的解決之道，以及瞭解推動遊客觀光環境教育在景區管理之可能成效。本研究採取立意取樣方式，以問卷調查法和實際觀察法之研究取徑，總共收取412份有效樣本，以結構方程模式的潛在變項之路徑分析來檢驗各項假設的支持情形。研究結果發現，遊客的違規比率高達25%，而團體遊客的違規比率顯著低於散客的違規比率。另外，研究結果也發現，信念、主觀規範以及個人規範為影響華語遊客行為意圖之重要變項，然而行為意圖與行為沒有相關，表明遊客的行為意圖與實際行為並不一致，本研究之結構方程式假設模型之驗證信念、主觀規範以及個人規範至行為意圖的路徑成立，但是行為意圖導致實際行為之路徑，則無法成立。In recent years, the number of tourists in Taiwan has risen dramatically, driving the vigorous development of tourism-related industries. However, it is also more common in the media such as TV, newspapers to hear or see reports of tourists destroying landscapes, ecology, and environment in tourist attractions. Tourist attractions are the objects of tourism development. When they are destroyed, the sightseeing activities and the economic and related benefits will be derived to disappear. Therefore, the sustainable development of tourist attractions is crucial to be focused. As the impact of tourists’ behaviors on the environment is very huge, this study aims to find out the relevant variables that affects by the responsible environmental behaviors of tourists in order to seek ways to improve tourists' behavior beyond destroying the environment. Regarding to the significance of environmental protection, this study has been detected to understand the possible effects of promoting tourist sightseeing environmental education for scenic spot management. This study adopted the method of sampling, using the questionnaire survey method and the actual observation method to form the paths. A total of 412 valid samples were collected, and the path analysis of the potential variables of the structural equation model was used to test the support of each hypothesis. The results showed that visitors’ violation rates were respesented as high as 25%, while group visitors’ violation rates were significantly lower than individual passengers’ violation rates. In addition, the research results were also found beliefs, subjective norms, and personal norms were important variables affecting Chinese tourists' behavior intentions. However, behavioral intentions were not related to behaviors, indicating that tourists' behavior intentions were not consistent with actual behaviors. The verification of structural equation hypothesis model in this study cannot be totally established due to the lacks of path from behavioral intentions toward actual behaviors.