社區觀光發展態度關係模式建構之研究

A Study of Constructing the Model of Residents' Attitudes for Community Tourism Development

10.6130/JORS.2011.24(1)2

張凱智(Kai-Chih Chang)；宋秉明(Bin-Min Sung)

社區觀光 ； 觀光發展態度 ； 社區主義 ； 社會交換理論 ； Community tourism ； Communitarianism ； Resident's attitude ； Social exchange theory

戶外遊憩研究

24卷1期（2011 / 03 / 01）

31 - 55

繁體中文

以往對社區觀光發展態度的探討，主要是從社會交換理論中的交換行爲學派論證觀光衝擊對觀光發展態度的影響，這樣將忽略社會共同價值形成對觀光發展態度的影響，社區主義與交換結構學派提供另外觀點彌補。本研究透過社區主義與社區交換理論的概念，重新檢視與建構社區觀光發展態度相關構念間的關係，並藉線性結構模式實證與建構更適宜之理論關係模式。選取具觀光活動與社造經驗的富源與豐田社區進行實證後發現，模式配適度佳，民眾參與與社區依附呈正相關，符合社區主義觀點，印證社區營造政策的合理性；民眾參與與其他構念皆具正向關聯，顯示民眾參與的重要性；觀光正面衝擊對觀光發展態度影響大於負面，呼應社會交換理論假說。研究發現影響觀光發展態度構念，除觀光衝擊影響外，仍須從社區主義角度凝聚社區意識與激勵民眾參與才能促進居民支持觀光，達成永續觀光發展目標。

Previous studies mainly focused on the social exchange theory of behaviorism to evaluate the tourism impact costs and benefits which, affects residents' attitude toward tourism development. This school neglects the norms of social structures or groups will affect residents' attitude in tourism development. Nevertheless, communitarianism and exchange structuralism is to provide another point of view to resolve this research gap. This research is to clarify the causal relationship between resident's attitude toward tourism development and communitarianism and social exchange theory perspective by using LISREL model. Research objectives are selected from of residents of Fengtian and Fuyuan with both tourism activities and community empowerment experience. The results show that ”resident participation” and ”community attachment” is positively correlated which indirectly proves the communitarianism viewpoints. Moreover, research findings also testify ”community empowerment” policy is accurate and effective. ”Resident participation” and all the constructs had the significant positive correlations which indicate ”Resident participation” is important. We also find that ”tourism benefits ' was closely related to ”residents' attitude for tourism development” rather than ”tourism cost” which confirm the hypothesis of social exchange theory. The results of this study meant that the development of community tourism must be considered in addition to the external benefits and costs of tourism impact. More importantly, the study suggests the coherence between residents' conscious of community and encourage residents will support public participation in order to achieve the objectives of sustainable tourism development from communitarianism perspective.

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