遊客屬性、地方依戀、負責任環境行為和行為意圖之研究－以錢江源國家公園為例

The Study of Visitor Characteristics, Place Attachment, Environmentally Responsible Behavior and Behavioral Intention - The Case of Qianjiangyuan National Park

王志琪(Zhi-Qi Wang)；李俊融(Jun-Rong Lee)；劉馥瑤(Fu-Yao Liu)

地方依戀 ； 負責任環境行為 ； 行為意圖 ； 國家公園 ； 遊客屬性 ； Place attachment ； environmental responsibility behavior ； behavior intention ； national park ； visitor characteristics

觀光旅遊研究學刊

16卷2期（2021 / 12 / 01）

69 - 85

繁體中文

本研究探討地方依戀（地方依賴及地方認同）對負責任環境行為和行為意圖的影響，同時探究不同遊客屬性對此四者之差異。以錢江源國家公園為調查區域，採立意抽樣實施問卷發放，共發放400份問卷，獲得398份有效問卷；數據處理與分析則採用T檢定、ANOVA分析、事後檢定與迴歸分析進行驗證。結果顯示，不同屬性的遊客對旅遊地的地方依戀程度有顯著差異，另遊客的地方依賴和地方認同越強，則越容易做出負責任的環境行為，在行為意圖的表現也越強烈；說明地方依戀的程度會影響遊客的行為。未來管理部門若能加遊客的地方依戀及強化國家公園和遊客的情感聯繫，或將有助於提昇國家公園的環境保護和旅遊管理。

This study explored the impact of place attachment (place dependence and place identity) on environmentally responsible behavior and behavioral intentions and investigated the differences of visitor characteristics toward these four constructs. The Qianjiangyuan National Forest Park was chosen as the survey area, and purposive sampling was used for the distribution of the questionnaire. A total of 400 questionnaires were distributed, and 398 valid questionnaires were obtained, and data processing and analysis were verified by t-testing, ANOVA analysis, post-testing, and regression analysis. The results show that there were significant differences among visitor characteristics toward place attachment. In addition, the higher the place dependence and place identity of tourists, the higher it was for them to have environmentally responsible behavior and behavioral intentions, which shows that the degree of place attachment affects the behavior of tourists. In the future, if management can enhance the place attachment of visitors and strengthen the emotional connection between national parks and visitors, it may be helpful to improve the environmental protection and tourism management of national parks.

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