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E94020
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012
台灣西海岸生態旅遊遊客行為模式之研究:以七股溼地、四草保護區為例
Assessing the Ecotourism Behavior of Chiku and Szutsao Wetlands, Southern Taiwan
1.李宗鴻
1.Tsung-hung Lee
1.國立雲林科技大學休閒運動研究所
1.Master\'s Program of Leisure and Exercise Studies, National Yunlin University of Science and Technology
001,002,003,004
1.國立雲林科技大學休閒運動研究所
1.Master\'s Program of Leisure and Exercise Studies, National Yunlin University of Science and Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2005-08-01
A.14 計畫執行期間(訖):2006-07-31
A.16 收到日期:2006-11-03
2
年滿十六歲具有獨立回答問卷的遊客,遊客定義為造訪七股或四草或好美寮之遊客

1

1244


1244
004
01
C.2 聯絡日期:2006-11-03
2
1.國立雲林科技大學休閒運動研究所
1.Master\'s Program of Leisure and Exercise Studies, National Yunlin University of Science and Technology
1
C.7 資料公開日期:2008-08-01
2
008
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1
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1
2
3
3
001
1,2
1.七股
2.四草
3.生態旅遊
4.好美寮
5.溼地
1.Chiku
2.Ecotourism
3.Homeiryo
4.Shucho
5.Wetlands
 本研究以台灣西南沿海的七股、四草、及好美寮溼地為例,探討潟湖生態旅遊遊客人口統計變數之分布、旅遊特性,並建構及驗證潟湖生態旅遊行為模式。採自編 的問卷,內容包括旅遊意象、旅遊態度、旅遊動機、遊憩滿意度、行為意圖、生態旅遊行為、旅遊特性、及遊客基本資料等八大項,從2005年8月至2006年 7月,利用等距抽樣方法,以每二十位抽取一位遊客為逢機樣本,進行問卷調查,共發放1300份問卷,其中拒答40份,廢卷16份,實得有效問卷1244 份,抽樣誤差為2.8% (95%信賴水準)。將所收集的資料以SPSS 12.0進行統計分析與檢定,利用敘述統計程序,計算人口統計變數與旅遊特性等的分布情形,利用LISREL 8.52進行驗證性因素分析及結構方程式的實證研究,以最大概似估計法(Maximum Likelihood Estimation)對本研究模式中各組變項間之因果關係進行估計。結果顯示受訪遊客中男性與女性約各佔一半(50.2% : 49.8%),已婚者佔多數(62.4%),年齡以31至40歲居多(30.5%),教育程度以大學居多(61.0%),職業以專業人員居多 (26.4%),居住地以雲嘉南地區居多(29.7%)。實證研究顯示遊客的旅遊意象顯著的直接影響滿意度,間接影響遊客的行為意圖以及生態旅遊行為;遊 客的旅遊態度顯著的直接影響遊客的旅遊動機及滿意度,間接影響遊客的行為意圖以及生態旅遊行為;遊客的旅遊動機顯著的直接影響遊客的滿意度,間接影響遊客 的行為意圖以及生態旅遊行為;遊客的滿意度顯著的直接影響遊客的行為意圖,間接影響遊客的生態旅遊行為;遊客的行為意圖顯著的直接影響遊客的生態旅遊行 為。

This study assessed the ecotourism behavioral model using latent variables of travel image, travel attitude, travel motivation, satisfaction, behavior intention, ecotourism behavior, recreational characteristics, and elemental data of tourist at Chiku, Shucho, and Homeiryo wetlands, westsouthern Taiwan. Total of 1300 questionnaires were administered from April 2005 to March 2006, 40 respondents refused to answer and 16 questionnaires were invalid owing to being incomplete, leaving a total of 1244 valid questionnaires. The descriptive statistics socio-demographic was analyzed by SPSS 12.0. The confirmatory factor analysis and structural equation model were analyzed by LISREL 8.52 for windows. All the parameters were estimated by maximum likelihood estimation method. Mainly descriptive findings were as follows: respondents were 50.2% man; 62.4% married; 30.5% aged from 31 to 40 years old; 61.0% were college educated; and 29.7% lived in the Yunlin, Chiayi and Tainan areas. Empirical results indicated that travel image affected the satisfaction directly and affected behavior intention and ecotourism behavior indirectly. Travel attitude affected the travel motivation and satisfaction directly and affected behavior intention and ecotourism behavior indirectly. Travel motivation affected the satisfaction directly and affected behavior intention and ecotourism behavior indirectly. Satisfaction affected the behavior intention directly and affected ecotourism behavior indirectly. Behavior intention affected the ecotourism behavior directly.

D.16 完成檢誤日期:2007-09-11
D.17 預定釋出日期:2008-08-01
D.18 初次釋出日期:2008-08-01
D.19_1 最新版釋出日期:2008-08-01
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1
1
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1,3
10.6141/TW-SRDA-E94020-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E94020
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