隨著國人對休閒的重視，有越來越多的人投入認真休閒的行列，他們不惜投入時間和金錢在休閒上，來放鬆自我、紓解生活壓力，甚至從休閒活動中學習新的知識與技能，或者藉由休閒活動來表現自我、發揮潛能，進而肯定自己、獲得認同感與成就感。本篇研究主要目的在檢測賞鳥參與者認真休閒的程度、環境態度與環境行為之間的關係，期盼做為發展賞鳥生態旅遊經營管理之參考。 本文依文獻建立研究架構與假設，並以參與賞鳥活動之遊客進行現地問卷調查，經回收之有效樣本數為386份，採用結構方程式(SEM)分析各變數之影響關係。研究結果顯示：認真休閒程度將直接或間接影響環境態度與行為，這意味著愛好賞鳥活動者可能經由賞鳥活動而改變其環境態度與行為，而這也說明賞鳥之生態旅遊有助於提升遊客的環境態度與行為。最後，本研究將就其結果提出實務與理論上之建議。 With the attention of people's leisure, more and more people join into the ranks of serious leisure. They invest time and money in leisure to relax themselves and relieve the pressure of their daily lives, even from leisure activities to acquire new knowledge, skills, future performance, self-play potential, then sure, to get the sense of belonging and a sense of achievement. This study was aimed at testing the participants seriously leisure birdwatching the extent of the environmental attitude of the impact of their environmental behavior, and look forward to the development of bird-watchers as eco-tourism business management of reference. In this paper, according to the literature research framework and the establishment of assumptions, and to participate in the bird-watching activities are tourists to the survey conducted by the recovery of 386 valid samples were used structural equation modeling (SEM) analysis of the variables affecting the relationship. The research findings show: serious leisure extent will directly or indirectly affect the environment attitude and behavior, which means that those who love bird-watching activities through the birdwatching activities may change its attitude toward the environment and behavior, and this also shows that this bird-watchers helps to enhance eco-tourism tourists environmental attitudes and behavior. Finally, the results of this study will put forward its proposal in theory and practice.
