以威脅恐懼為訴求之解說內容對遊客餵食野生獼猴的抑制成效

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/17121

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Title:	以威脅恐懼為訴求之解說內容對遊客餵食野生獼猴的抑制成效
Other Titles:	The Effectiveness of Fear Appeal Interpretations to Deter Free-Ranging Formosan Macaque Feeding
Authors:	蔡佳容 Tsai, Jia-Rung
Contributors:	旅遊管理學系旅遊管理碩士班許澤宇 Che-Yu Hsui
Keywords:	猿猴疱疹B病毒;野生獼猴餵食;平行過程延伸模式;負面外溢效應;解說 negative spillover effects;interpretation;free-ranging macaque feeding;extended parallel process model;B-virus
Date:	2014
Issue Date:	2014-11-21 14:16:54 (UTC+8)
Abstract:	近年來餵食臺灣獼猴吸引不少遊客，但是任意餵食卻造成人、猴衝突日益升溫，因此有效禁止遊客不當餵食是刻不容緩的事。透過人員解說的柔性勸導，或是經濟誘因的開罰方式，雖然有阻止威嚇遊客不當餵食的作用，但是除了成本可能高昂外，成效亦常受限。若硬性的遊客管理策略能與教育遊客雙管齊下，是更有效且長遠的做法。就教育性解說來說，威脅恐懼訴求說服策略常被用於導正遊客不當的行為，因此本研究希望瞭解以威脅恐懼訴求之解說內容設計是否能有效抑制遊客不當餵食野生獼猴之行為意圖。解說資訊陳述內容乃依據平行過程延伸模式(EPPM)設計，其中在威脅恐懼部分則以獼猴可能帶原之猿猴B病毒予以操弄。過程中並量測此等威脅恐嚇資訊是否可能導致負面外溢效應，以及餵食行為意圖是否與遊客特性有關。研究結果發現，恐懼性解說訊息對於抑制遊客餵食野生台灣獼猴意圖是有成效的。遊客之年齡、職業、餵食經驗顯著影響餵食意圖。此外透過台灣獼猴可能帶原猿猴B病毒訊息的掲發，不但可以保護遊客安全，並可減少遊客餵食獼猴之意圖。然而，此訊息所衍生可能帶來捕捉與撲殺獼猴之聲音(18~29% 受訪者)則需要關切。對於抑制遊客不當餵食野生獼猴之行為，管理上應採用主動式之管理(Proactive Management)方式，例如在遊憩地應能事前宣導，教育民眾餵食的不良後果，以減少遊客不當餵食行為。　　In recent years, free-ranging Formosan macaque feeding has attracted many visitors from around the island. Yet such feeding activity is not allowed either in national parks or protected habitats. It has resulted in more conflicts between people here in Taiwan and macaques than before. Thus, forbidding feeding macaques is of great urgency. Government agencies have recruited volunteers, or regulated the feeding by law enforcement; however, it may not only cost more but is often ineffective. Alternatively, educating visitors what negative impacts will food provisioning have on wildlife as well as how to interact with wild animals can be helpful and effective. Fear appeals that contain educational interpretative information are currently being used to modify inappropriate visitor behavior in national parks abroad. This study therefore focused on exploring the effectiveness of fear appeal interpretations to deter free-ranging Formosan macaque feeding. The design of the interpretative content was based on the EPPM model, and negative spillover effects on capturing or killing macaques infected with B virus were measured. Besides, a profile of visitors that intended to feed macaques was presented. Questionnaires were distributed at Dakeng Free-ranging Macaque recreational area. The results showed the fear appeal had a positive effect on prohibiting macaque feeding. Moreover, most respondents who were informed they could be infected with B-virus, a fatal disease, responded that they had learned to protect themselves and agreed not to feed macaques. However, about 18~29 percent of respondents agreed that macaques carrying B virus could be killed or captured. In an attempt to reduce the feeding, management agencies need to take a proactive approach. For example, visitors should be notified and educated before hiking or walking around parks or habitats that feeding will harm Formosan macaques and cause negative consequences.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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