| 摘要: | 侯硐貓村有其得天獨厚的自然資產「貓」，也是台灣唯一以「貓」為特色之觀光景點。本研究欲了解此等以野貓為吸引力之野生動物觀光活動，參與之遊客屬性、人口變項特質、旅遊動機及其餵食野生動物之意圖。期待藉由旅遊動機、人口屬性及餵食意圖三者間關係的了解，對野貓此一物種之野生動物觀光模式操作，具備更清晰、具體的瞭解。研究方法採量化問卷進行，於105年4月於侯硐，收集360份有效問卷。研究結果顯示，在遊客以女性遊客、11~30歲的年輕族群、學生、未婚、結伴同行、未曾餵養貓且沒養過寵物的遊客為主；而其旅遊動機方面，為拉力動機（M=3.575）及推力動機（M=3.546）均具備。遊客在旅遊動機之差異，除了餵食經驗有顯著差異外，其餘變項均沒有顯著差異存在；此外在餵食意圖方面，男性顯著高於女性。依據前述分析結果與研究者本身的觀察發現，提出對侯硐貓村觀光旅遊之相關建議：來侯硐之遊客以女性為主，應該營造一個對女性較友善之環境，如增置女廁及哺乳室等相關設施。而11~30歲之遊客佔七成以上，相關業者在產品設計及空間規劃上可針對年輕族群來設計。結伴同行的遊客佔六成以上，在動線的規劃上及休息區域的設置上，可以團體為出發點來做安排。月收入在3萬元以下的遊客佔五成六，所以在收費及產品價格的訂價策略宜以低收費及低價商品為主。貓村遊客在人格特質的現況，以「友善性」構面的平均數最高（M=3.792）。或可順應此一特質，針對貓村軟硬體設備的不足和對於貓的食物及照顧方面，可由政府機關或公正單位設置捐款箱或招募志工來改善。貓村遊客餵食貓咪意圖以「可以順便拍照留念或錄影與朋友家人分享」最多，「覺得侯硐貓咪像寵物一樣可愛，所以想要餵食貓咪、觸摸貓咪、增加互動」次之，「體驗親近野生動物的樂趣」再次之。因此建議當局可以針對餵食貓以及與貓互動的部分增加導覽員或志工來引導遊客餵食及與貓互動的正確作法及觀念。
Houtong Cat Village where there is a unique natural asset, cats, is the one and only tourist attraction in Taiwan featured by cats. This study intends to understand the properties, demographic variables, travel motivation, and intention to feed wildlife of tourists participating in wildlife tourist activities featured by wild cats. This study investigates the relationship among travel motivation, demographic properties, and feeding intention to have a more clear and specific understanding of the operation of wildlife tourism model featured by the species of wild cats. For the research methods, this study used quantitative questionnaires to collect data. In April 2016, 360 valid questionnaires were returned. The research results showed that, the tourists were mainly female, 11-30-year-old young population, students, unmarried, and group tourists who had never fed cats and kept pets. For travel motivation, travel motivation included both pull motivation (M=3.575) and push motivation (M=3.546). For the differences in travel motivation of tourists, there was a significant difference in feeding experience, while there was no significant difference in other variables. Moreover, the feeding intention of male tourists was significantly higher than that of female ones. According to the analysis results mentioned above and the researcher’s observations, this study proposed the suggestions on tourism of Houtong Cat Village: because the tourist visiting Houtong are mainly female, it is necessary to create a female friendly environment, such as adding female toilets and nursing rooms. Because more than 70% of the tourists are at the age of 11-30, relevant operators should design products and plan the space for young populations. More than 60% of the tourists are group tourists. Therefore, the planning of flows and arrangement of rest areas should be based on group tourists. The monthly income of 56% of the tourists is less than NT$ 30,000. As a result, it is preferable to set the fees and product prices mainly at low fees and low product prices. In terms of the current status of personality traits of tourists visiting Houtong Cat Village, the mean of the dimension of “friendliness” was the highest (M=3.792). Government authorities or impartial third parties are advised to set up donation boxes or recruit volunteers to improve the lack of software and hardware devices of Cat Village, as well as food and care for cats, according to this property. For the feeding intention of tourists feeding cats at Cat Village, the main intention was “to take pictures or films with cats and share them with friends and family members,” followed by “to feed cats, touch them and increase interactions with them since the wild cats in Houtong are as cute as pets” and “to experience the fun of getting close to wildlife.” Therefore, in terms of feeding cats and interacting with cats, government authorities are advised to increase the number of guides or volunteers to instruct tourists with accurate approaches and concept s of feeding cats and interacting with cats. |
