監獄旅遊屬於黑暗觀光的一種型態。在監獄旅遊中，由於監獄超乎日常接觸的環境與社會接觸(Seaton, 1996)，遊客常因為監獄的週遭環境或設施引發複雜情緒，進而影響其行為意圖。因此，本研究利用Mehrabian 和 Russell (1974)依據刺激-個體-反應(S-O-R)理論所提出M-R模型，探討環境認知（S）、遊客情緒（0）與行為意圖（R）之間的關係。本研究以綠島人權文化園區為研究場域，採用實地問卷調查，共收集408份有效問卷，而後利用結構方程式進行假設驗證。結果驗證，綠島人權文化園區的環境能刺激遊客的情緒進而影響其行為意圖，其中，監獄設施更能引發遊客複雜的正負面情緒。此外，監獄旅遊雖讓遊客心生悲傷、恐懼或遺憾等負面情緒，卻不影響其行為意圖，但新奇、有趣等正面情緒卻能促使遊客想再度重返，而且正面情緒是環境認知中監獄設施、導覽解說和展示文物與行為意圖關係的影響要素。最後，本研究將從其研究結果提出行銷建議供產官學界實務操作之參考。 Prison tourism is a type of dark tourism. In order to explore prison tourists, this study extends Mehrabian-Russell’s stimulus-organism-response framework by incorporating prison-specific stimuli and including prison-specific measures of emotion. This study examined the relationship among environmental perception, emotions and behavior intentions using Green Island Human Right Culture Park as its research setting. There were 408 valid questionnaires received and the structural equation modeling was used to test the relations among different variables. Using structural equation modeling, this study shows that prison environment can stimulate the emotions of tourists and thus affect their behavioral intentions. The result indicated that prison facilities had significant effects on positive emotions and negative emotions. Results also suggest that positive emotions, such as refreshment and interest, affect the relationship between prison facilities / commentary /antiques and behavior intentions. In conclusion, according to the research result, this research proposed relative suggestions and directions for further researching and can be referenced for the industries, academics and government agencies.
