積極人格與地方依附之研究：文化體驗與負責任環境行為的調節中介模式

Proactive Personality and Place Attachment: A Moderated Mediation of Cultural Experience and Responsible Environmental Behavior

林建信(Chien-Hsin Lin)；蔡明翰(Ming-Han Tsai)

積極人格 ； 地方依附 ； 文化體驗 ； 負責任環境行為 ； proactive personality ； place attachment ； cultural experience ； responsible environmental behavior

行銷評論

17卷2期（2020 / 12 / 31）

179 - 206

繁體中文

節慶觀光和文化旅遊成為近年熱門的觀光型態，遊客藉由文化體驗深入了解地方的歷史傳承與文化軌跡。本文目的在探討遊客的積極人格特質透過負責任環境行為影響地方依附之歷程，再驗證文化體驗對上述間接過程之調節效果。本研究以台中市清水地景藝術節之遊客為研究對象，獲得有效問卷262份。研究結果顯示：1、積極人格正向影響地方依附。2、負責任環境行為對積極人格和地方依附有中介效果。3、文化體驗負向調節積極人格對地方依附的正向影響。4、文化體驗正向調節負責任環境行為對積極人格和地方依附的中介效果。研究成果對理論與實務之意涵為：1、文化體驗強化積極人格對地方依附之直接效果，卻弱化積極人格經由負責任環境行為對地方依附之間接效果。2、相關管理單位應結合地方特色，規劃完整文化體驗行銷策略。3、可經常舉辦一系列愛護地方環境之環保活動，以提高遊客對地方之依附。

Festival and cultural tourism have become popular tourist patterns in recent years. Visitors can have a deep understanding of the historical heritage and cultural trace through cultural experience. The purpose of this study is to research whether the tourists with proactive personality will improve place attachment through responsible environmental behavior. Furthermore, to analyze the moderated mediation effect of cultural experience on the relationship between proactive personality and place attachment. The study focused on the tourists who had participated the Qingshui Land Art Festival in the Taichung City. Totals of 262 valid questionnaires were collected. Based on the research findings: 1. Proactive personality positively affected place attachment. 2. Responsible environmental behavior has mediating effect in the relationship between proactive personality and place attachment. 3. Cultural experience moderates the relationship between proactive personality and place attachment. 4. Cultural experience has moderated mediation effect between proactive personality and place attachment. Based on the results above, some theoretical and practical implications are proposed: 1.Cultural experience can strengthen the direct effect of proactive personality on place attachment, but weaken the indirect effect of proactive personality on place attachment through responsible environmental behavior. 2.Combining with local features, the public sector need to develop a completely cultural experience marketing strategy. 3.To increase visitors' place attachment, a series of activities need to be conducted concerning environmental protection.

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