觀光利益對民眾參與關係之研究－以信任為中介變數

The Relationships between Tourism Benefit and Residents' Participation: Trust as the Mediator

10.6213/JLRIM.2015.8(1)4

張凱智(Kai-Chih Chang)

信任 ； 民眾參與 ； 社區觀光 ； 觀光利益 ； Trust ； Resident Participation ； Community Tourism ； Tourism Benefits

休閒產業管理學刊

8卷1期（2015 / 03 / 01）

67 - 92

繁體中文

社區居民期待藉觀光利益促進社區永續發展，同時居民對社區觀光參與更是社區觀光永續發展核心，顯現出，觀光利益與民眾參與的重要性，兩者關係的穩定關係社區發展，再從社會交換理論觀點看，信任被視為穩定社群關係，監控交易利益與參與行為最有效方法，顯示信任在利益與參與行為所扮演角色，意含著信任在觀光利益與民眾參與的重要關鍵，實在有瞭解與釐清信任在觀光利益與民眾參與間必要性。依上述說明，本研究重新檢視與整合信任在觀光利益與民眾參與關係影響，選擇具社區與觀光發展經驗、社經人文背景類似，位處花東縱谷三個社區進行實證，共計發放350份數，共計回收有效問卷329份。實證結果顯示，觀光利益會正向影響民眾參與社區觀光活動，信任在觀光利益與民眾參與間具有中介效果，符合社會交換理論觀點，同時在高信任群體中信任中介強度較觀光利益對民眾參與直接影響效果強，顯示出信任在社區觀光發展中重要性。總而言之，實證發現三者間確實存在正向因果關連性，信任更是影響觀光利益與民眾參與重要中介變數，特別是在高信任群組。本研究學術貢獻發現與印證觀光利益、民眾參與信任關係模式；實務貢獻提供社區觀光推動者瞭解政策推動盲點與方向。

There were many communities implemented the goals of sustainable development through tourism benefits; on the other hand, resident participation was the key point of sustainable development of community tourism, therefore the relationship between tourism benefits and resident participation was important for community development. Secondly, drawing from social exchange theory and social capital, the influences of trust played the critical role in monitored benefits transaction and participation on human behaviors. For the reason, evaluating the influences of trust between tourism benefits and resident participation in as many aspects of development were the most important step for sustainable development. This study proposed a concept structure model to clarify the causal relationships among those three constructions based on social exchange theory and social capital. Research objectives were selected from the east rift valley area in Taiwan, the similar social and cultural background and with tourism and community development experiences. 329 valid questionnaires were collected. The overall pattern of related indicators provided goodness-of-fit in this framework. The results indicated that tourism benefits were positive affected to resident participation; trust as the mediator influences between tourism benefit and resident participation, social exchange theory arguments to be confirmed. In the higher-trust group, the relationship between tourism benefits and resident participation was completely mediated by trust. The results of this study meant that the development of community tourism must be considered in the viewpoints of trust to achieve the objectives of tourism sustainable development. Therefore, this research provides the direction and comprehension to promote the community development of the policy making.

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