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標題: 鄉村旅遊價值、新環境典範與親環境行為關係之研究 - 以西拉雅國家風景區為例
Relationships among Values, New Environment Paradigm and Pro-Environmental Behaviors of Rural Tourism : A Case Study of Siraya National Scenic Area
作者: Wen-Bor Lu
關鍵字: 環境態度;鄉村旅遊屬性;鄉村旅遊結果;鄉村旅遊價值;親環境行為;Environment Attitude;Attributs of Rural Tourism;Consequence of Rural Tourism;Value of Rural Tourism;Pro-Environment Behaviors
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Review of rural tourism researches that rarely investigate the relationship between attributes and values, howere, product attributes and values is one of the important factors that influence consumer choices behavior. In addition, sustainable tourism development, environmental factors are also an important that is less involved in rural tourism researches. The purpose of this study to understand the attributes, consequence and value of rural tourism destination. In addition, understand the relationship between a model of the new environment paradigm, rural tourism values and pro-environmental behavior. We administered a questionnaire to 710 rural tourism tourists. The results include 7 attributes, 8consequences and 5values, and displays the new environmental paradigm, attributs of rural tourism、consequence of rural tourism、value of rural tourism were important determinants of shared pro-environmental behavior. The results support the expectancy-value theory can explain the properties of rural tourism, links with attributes, consequences and values. Thr-component theory of attitude can support new environmental paradigm, the relationship between the value of rural tourism and pro-environmental behavior. Suggested rural tourism operators may proceed from the value of rural tourism to rural tourism environmental behavior of consumers planning to induce consumers to environmental behaviors. As well as by environmental education, environmental education station was established to provide visitors to know more ecological and environmental conservation knowledge, and thus engage in environmental behavior.

回顧鄉村旅遊研究,鮮少探討鄉村旅遊屬性與價值關係,然而產品屬性與價 值卻是影響消費者選擇行為的重要因素之一。除此之外,永續旅遊的發展,其環 境面因素也重要的參考依據,鄉村旅遊研究在此也較少涉及,因此本研究目的首 先為了瞭解鄉村旅遊產品屬性、鄉村旅遊產品結果與鄉村旅遊產品價值之內涵, 再者了解新環境典範、鄉村旅遊價值與親環境行為間之關係。經自填式問卷收集 有效問卷數 710 份,研究結果顯示鄉村旅遊包含七項屬性、八項結果及五項價值 內涵,並顯示新環境典範、鄉村旅遊屬性、鄉村旅遊結果、鄉村旅遊價值為親環 境行為之前置變項。其中鄉村旅遊價值影響親環境行為最大,其次為鄉村旅遊結 果與鄉村旅遊屬性。上述研究發現,支持期望價值理論可以解釋鄉村旅遊屬性、 鄉村旅遊結果與鄉村旅遊價值之連結;態度的三位一元理論則可以支持新環境典 範、鄉村旅遊價值與親環境行為之間關係。建議鄉村旅遊經營者,可從鄉村旅遊 價值著手規劃消費者鄉村旅遊環境行為,誘導消費者從事環境保護活動,也可以 透過環境教育的方式,成立環境教育小站,提供遊客認識更多生態與環境保育知 識,進而從事環境保護行為。
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