遊客對里山地景之意象研究

Research on the Tourists' Image towards Satoyama Landscape

10.29423/JSRR.201512_10(2).0001

劉馥瑤(Fu-Yao Liu)；陳建璋(Jan-Chang Chen)；陳朝圳(Chaur-Tzuhn Chen)

活動動機 ； 環境意象 ； 地方依附 ； 里山地景 ； Satoyama landscape ； Environmental image ； Activity motivation ； Place attachment

運動與遊憩研究

10卷2期（2015 / 12 / 01）

1 - 20

繁體中文

傳統的農漁村透過里山地景的規劃，可減低環境衝擊、復育生態及提供寓教於樂多目標功能的一種複合式農漁村。基於台灣在里山地景規劃的漁村較少，所以本研究則透過遊客對里山地景規劃的永安濕地進行之體驗感受，藉由遊客活動動機、環境意象與地方依附進行其差異、關聯性分析。透過問卷進行調查與便利抽樣，問卷總回收量376份，有效率約為97.7%，採便利抽樣法。統計分析方法包括敍述性統計、因素分析、差異性檢定、相關分析與多元迴歸分析等。研究結果包括：遊客屬性對活動動機呈現顯著差異、環境意象與活動動機、地方依戀呈顯著相關，經回歸分析亦具預測力。

With Satoyama landscape, the environmental impact on fishing villages can be reduced, the ecology can be restored, and composite fishing villages with multi-objective functions of education and entertainment can be provided. This study intends to investigate the experiences and images of the tourists about Satoyama landscape of Yungan Wetlands, and to understand the differences and correlation among three major variables, the tourists activity motivation, environmental image, and place attachment. This study used questionnaire survey and convenience sampling to perform investigations. A total of 376 questionnaires were returned, and the valid return rate was 97.7%. In this study, descriptive statistics, factor analysis, paired difference test, correlation analysis, and multiple regression analysis were used. The results included: the attributes of public have a significant effect on the activity motivation; used multiple regression analysis had predictive power for environmental image and activity motivation with place attachment.

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