生態旅遊遊客類型對地方依附、環境態度與環境行為之影響-以金包里大路為例

Abstract

生態旅遊被定義為減少旅遊衝擊、重視自然資源與在地發展之旅遊，被認為是最可行的永續旅遊形式，然在生態旅遊點旅遊之遊客不一定具備生態旅遊之特質，且不同類型之遊客行為及其與影響因子的關係有所差異。因此本研究以生態旅遊核心價值：旅遊自然性、學習性與永續性分類生態旅遊地之遊客為生態旅遊遊客、永續旅遊遊客、大眾旅遊遊客，並分別討論其環境行為和其與因子間的關係。 本研究於111年2、3月間周末在台北市金包里大路生態旅遊地進行410份問卷調查，收回有效問卷376份(有效率為91.7%)，利用K-平均數集群分析法與單因子變異數分析進行遊客分類，以敘述性統計、單因子變異數分析與階層迴歸分析檢驗不同類型遊客的差異。研究分析顯示有生態旅遊遊客160位、永續旅遊遊客106位、大眾旅遊遊客113位，三類遊客的性別與年齡具顯著差異，生態旅遊遊客女性較多且年齡較高；大眾旅遊遊客的地方依附、環境態度、負責任環境行為與綠色行為顯著低於生態旅遊遊客；整體遊客的負責任環境行為與地方認同及環境態度正相關，生態旅遊遊客的地方依賴與負責任環境行為負相關，大眾旅遊遊客的地方依認同與負責任環境行為不顯著，整體遊客及生態旅遊遊客的綠色行為與環境態度正相關。本研究提供可信的分類遊客的依據，並證實生態旅遊地具有不同類型之遊客，建議未來研究加入觀察法繼續討論各類遊客特徵，發展分類標準數值以應用於全態生態旅遊地及各旅遊點。

Ecotourism is defined as a type of tourism that minimizes negative impact, emphasizes natural resources and local sustainable development. It is considered the most sustainable form of tourism. However, not all tourists who visit ecotourism sites possess the characteristics of ecotourists, and the relationships between different types of tourist behavior and their influencing factors are different. Therefore, this study classified tourists into three categories: ecotourists, sustainable tourists, and mass tourists, based on the core values of ecotourism: naturalness, learning, and sustainability, and discussed their environmental behavior and the relationship between behavior and factors. This study conducted a survey with 410 questionnaires in the Jinbaoli Trail in Taipei City in February and March 2022. A total of 376 valid questionnaires were collected (valid rate of 91.7%). K-means clustering analysis and one-way ANOVA were used to classify tourists, and descriptive statistics, one-way ANOVA, and hierarchical regression analysis were used to examine the differences among types of tourists. The research analysis showed that there were 160 ecotourists, 106 sustainable tourists, and 113 mass tourists. There were significant differences in gender and age among the three types of tourists. Female ecotourists were more numerous and older. Place attachment, environmental attitude, responsible environmental behavior, and green behavior of mass tourists were significantly lower than those of ecotourists. Responsible environmental behavior and environmental attitude of all tourists were positively correlated with sense of place attachment. Ecotourists' place attachment and responsible environmental behavior were negatively correlated. There was no significant correlation between mass tourists' place attachment, responsible environmental behavior, and environmental attitude. The green behavior of all tourists and ecotourists was positively correlated with environmental attitude. This study provides a reliable basis for classifying tourists and confirms that there are different types of tourists on ecotourism sites. It is suggested that future research should continue to discuss the characteristics of different types of tourists by adding observational methods and developing classification standards to apply to ecotourism sites and tourism sites in general.