Chia Nan University of Pharmacy & Science Institutional Repository:Item 310902800/26299
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    標題: 以計畫行為理論探討溫泉區遊客生態旅遊行為之研究－以關子嶺溫泉區為例
    Rresearch on the behavior of Ecotourism of Hot Spring Area tourist by the Theory of Planed Behavior -Take the Guanziling Hot Spring Area as the example
    作者: 康世鑫
    貢獻者: 溫泉產業研究所
    歐陽宇
    關鍵字: 行為意向
    溫泉
    生態旅遊
    永續發展
    Hot Spring
    Ecotourism
    Sustainable Development
    日期: 2012
    上傳時間: 2013-03-14 11:38:41 (UTC+8)
    摘要: 關子嶺溫泉節由健行活動揭開序幕，台灣到處有温泉，人人愛泡溫泉，溫泉泡湯養生已成為熱門的休閒活動了。
    本研究運用計畫行為理論來探討關子嶺溫泉區遊客生態旅遊行為意向，建構溫泉區遊客生態旅遊行為模式，確認遊客生態旅遊之各影響構面與行為意向之影響程度。
    研究對象以南部產值最大的關仔嶺溫泉為對象，透過問卷調查方式進行資料收集，共發放430份問卷，得到有效樣本405份。
    將回收資料以SPSS18.0版套裝軟體進行統計分析驗證。
    研究結果顯示：遊客多選擇駕自用小客車前往，以兩天一夜停留時間，花費在1,001~3,000元居多。此行主要目的以觀光旅遊最多。行為態度、行為規範與知覺行為控制等因素顯示直接且正向影響行為意向，而且知覺行為控制信念對行為意向的影響程度最大。
    研究結果發現：行為態度構面以喜愛自然因素的影響程度最大；行為規範構面以次群體因素的影響程度最大；知覺行為控制構面以自我能力因素的影響程度最大。外在變數對生態旅遊行為意向的差異分析，年齡、教育程度、職業、收入、花費、旅遊目的、加入過環保社團及旅遊滿意度等均有達到顯著水準。
    依據研究結果提出建議，作為相關單位制定旅遊政策之依據，並提供業者規劃行銷策略時參考。
    Hot Spring Festival of Guanziling starts with the hiking activities. Taiwan is a place with Hot Springs everywhere and everyone loves to take Hot Spring;therefore, taking Hot Spring to preserve health has become a popular leisure activity.
    In this study, Theory of Planed Behavior is used to explore the intention of the tourists in Guanziling Hot Spring Area on their Ecotourism Behavior and to construct their behavior patterns in order to confirm the impact of various dimensions of Ecotourism and the influencing degree of Behavioral Intention.
    The object of study is the largest Guanziling Hot Spring in the south of Taiwan. The data was collected through a questionnaire survey. There are 430 questionnaires distributed and 405 are valid samples.
    The recovered data is analyzed by SPSS18.0 software package.The results are as follows:Tourists chose to drive their own cars to stay two days one night and they spent mostly $1,001 ~ 3,000.The purpose of their trip is mainly for tourism. Behavioral Attitude, Behavioral Norms and Perceived Behavioral Control are factors directly infiuencing Behavioral Intentions and Perceived Behavioral Control beliefs have a great impact on Behavioral Intention.
    The results also show that loving natural is the main factor on Behavioral Attitude; Secondary Groups have the greatest influence on Behavioral Norms；Self-ability factors have the greatest influence on PBC.Difference analysis of external variables such as age, educational level,occupation,income,expenses,travel purpose, having joined environmental groups and tourism satisfaction on the Behavioral Intention of the acts of Ecotourism all achieve the level of significance.
    The recommendations based on the results are made as basis for the government concerned to form tourism policy and for the industry to plan Marketing Strategies.
    關聯: 校內馬上公開，校外一年後公開，學年度：100，143頁
    顯示於類別:[觀光事業管理系(含溫泉所)] 博碩士論文

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