探討臺灣東北角龍洞灣休閒潛水者之參與動機、付費管理態度及願付價格

Exploring the Recreational Scuba Divers' Motivation of Participation, Willing-to-pay Attitude, and Price at Longdong in North-eastern Taiwan

10.6555/JEER.18.2.073

許嘉軒(Chia-Hsuan Hsu)；方偉達(Wei-Ta Fang)；卓益安(Yi-An Cho)；羅力(Li Lo)

休閒潛水 ； 參與動機 ； 願付費態度 ； 願付費價格 ； 環境管理 ； recreational scuba diving ； participation motivation ； willing-to-pay attitude ； willing-to-pay price ； environmental management

環境教育研究

18卷2期（2023 / 07 / 01）

73 - 106

繁體中文;英文

珊瑚礁是重要的海洋生態系，提供臨海居民重要的生態系服務，包括防災、食物來源，以及觀光資源。研究顯示，缺乏適當管理的潛水活動將會對珊瑚礁生態系造成影響。有鑑於此，對潛水活動進行管理相當重要，然而要管理潛水者，首要任務是瞭解參與者的動機，以及他們願付費態度與願付金額之探究。本研究於以問卷作為研究方式，於臺灣東北角龍洞灣潛水區蒐集了346份有效問卷。結果顯示，受測者的主要潛水動機為社會網絡動機與休閒動機，其次為欣賞海洋及技術訓練。值得一提的是，本研究發現在潛水資格方面，技術訓練動機於初級潛水者之強度顯著高於潛水長；潛水歷程在100次內之技術訓練動機顯著高於100次以上之潛水者；潛水年資與技術訓練動機呈負相關，表示年資越淺其技術動機越強。此外，本研究亦發現女性在付費管理態度方面顯著高於男性，與許多環境態度之研究相符，但原因仍需進一步探究。在願付費研究之業者影響認知方面，休閒動機為主要的影響構面，即以休閒為主要動機之潛水者認為若收取費用則可能影響業者及自身的潛水參與。研究簡單地估算受測者的願付費金額，受測者願意以約新臺幣50元接受潛水簡報課程；以及願意以約140元貢獻海洋保育管理。本研究結果可供未來潛水活動之管理政策作為依歸，像是規劃相對應不同動機地潛水課程、規劃合理價格地付費潛水簡報，或是對於潛水者進行收費管理，都可以讓臺灣的潛水活動更朝向環境永續的觀光產業。

The coral reef is a critical ecosystem that provides mitigation of natural disasters, food sources, and tourism resources for the people living adjacent to the sea. Recreational scuba diving was considered a relatively eco-friendly tourism activity before. However, more and more research has revealed that scuba diving without proper management can have a severe impact on the coral reef ecosystem. Thus, understanding the participation motivations, willingness to pay attitude, and price preferences of environmental management should be the first priority for scuba diving management. This study was conducted at Longdong in north-western Taiwan, and we used questionnaires as survey instruments, collecting 346 valid samples. Our study indicated that the primary motivations of divers were social networking and leisure, followed by ocean appreciation and skill training motivation. Interestingly, we found that the skill training motivation of exploratory divers was significantly higher than that of divemasters. Divers with less than 100 dives had a higher skill-training motivation compared to those with more than 100 dives. The number of diving years and the extent of skill training showed a significantly negative linear regression. In terms of the willingness-to-pay attitude, we found that females were significantly more willing to pay than males. Through multivariate linear regression, we discovered that leisure motivation significantly influences perceptions of the industry. The willing-to-pay price survey revealed that the subjects were willing to pay 50 NT for dive briefing and 140 NT for marine management. The results of this study can serve as a basis for the management policies of future diving activities. For example, it can help in designing corresponding diving courses for different motivations, devising reasonable pricing strategies for diving packages, or implementing management fees for divers. By incorporating these findings, Taiwan's diving activities can move towards a more environmentally sustainable tourism industry.

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