觀光衝擊、整體利益知覺與觀光發展態度之關係

The Relationships among Tourism Impacts, Overall Benefit Perception and Tourism Development Attitudes

10.29916/JMPP.201009.0006

張淑青(Su-Ching Chang)；黃元直(Yuan-Chih Huang)

觀光衝擊知覺 ； 社會交換理論 ； 觀光發展態度 ； tourism impacts ； social exchange theory ； tourism development attitudes

管理實務與理論研究

4卷3期（2010 / 09 / 01）

98 - 119

繁體中文

本研究目的主要從社會交換理論之觀點，以結構方程模式途徑(SEM)來探索澎湖居民對觀光衝擊、整體利益知覺與觀光發展態度之間的關係。本研究採用判斷抽樣方法，選擇馬公本島的居民作為研究樣本，建構以觀光衝擊爲前因變項、以整體利益知覺爲中介變項，以觀光發展支持度影響爲結果變項之線性結構關係模式加以驗證。研究發現「觀光衝擊知覺→整體利益知覺→觀光發展支持度」之線性結構因果模式是顯著的，包括經濟利益、社會文化利益、社群態度、設施服務等四個觀光衝擊正面因素對整體利益知覺產生直接顯著的正向影響；而古蹟與治安、擁擠紛擾、環境危害等三個觀光衝擊負面因素對整體利益知覺並未產生直接顯著的負向影響。此外，本研究亦發現整體利益知覺對觀光發展支持度存有高度正向影響關係，驗證「社會交換理論」在觀光實務應用的價值，研究結果提供相關單位作爲發展觀光政策的建議與參考。

The purpose of this study was to introduce the viewpoint of social exchange theory and adopt the structural equation modeling (SEM) for exploring the relationships between residents' perceptions toward tourism impacts, overall benefit perception and tourism development attitudes in Penghu. The residents who lived in Makung were selected as study samples. This study constructed a structural cause-effect model which takes the tourism impacts as the antecedents, overall benefit perception as the mediated variable, and tourism development support as the effect variable in order to test their relationships. The findings of this study indicate that the structural cause-effect model is significant and those positive impact factors of economy benefit, social and culture benefit, facilities and physical services and community attitudes have significant positive effects on overall benefit perception; while three negative impact factors of historic sites and public security, crowding and congestion and negative environment have no significant negative effects on overall benefit perception. Besides, it also found that the overall benefit perception has significant positive and high effect on tourism development support. The social exchange theory is partially verified for wroth of tourism implication. On the basis of the research results, the ample and concrete suggestions and references of tourism development are offered for related organizations.

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