| 摘要: | 觀光活動中的餵食行為，對於被餵食的野生動物及其棲地而言，容易造成無法逆轉的傷害與衝擊，因此，欲防止觀光客餵食野生動物，最重要的議題在於如何管理餵食行為的產生，減少餵食野生動物參與人數的增長。藉由相關解說告示牌以勸導及宣達的方式，不但可以傳遞重要訊息讓遊客明白餵食野生動物的限制行為，也可以降低遊客自尊心上的受損，或是干擾了遊客觀光的體驗過程。本研究之目的在於探討告示牌的解說內容敘述方式的差異是否對抑制遊客對野生動物餵食行為意圖有不同的效力。 研究發現，對於遊客餵食禽鳥的行為意圖，有顯著差異的部分，僅限於性別以及宗教。關於禽流感認知與餵食意圖部分，本研究發現僅有陪伴對象、餵食經驗、以及宗教信仰的有無，對於禽流感認知上的不同，會造成餵食意圖上的顯著差異，尤其是有家人陪伴的遊客、餵食經驗少的遊客、以及無宗教信仰的遊客，對於禽流感的認同差異，會造成其在餵食意圖上的差異。除此之外，遊客的餵食意圖，的確會受到告示牌解說方式的不同而有所差異，且道德訴求告示牌的抑制餵食之效果比威脅恐懼告示牌解說內容更好；然而，此差異僅展現在過去有無餵食經驗的基礎上，且餵食經驗越少，遊客的餵食意圖越會受到影響。 研究建議，在設立告示牌之前，需考慮一般遊客的閱讀習慣，運用最少的文字敘述或是圖文並茂的呈現方式，來吸引遊客閱讀重要資訊，並了解告示牌內容中的指稱對象，以及考量告示牌設立的環境。
Feeding behavior could be an irreversible damage or impact to wildlifes themselves and their habitats, and to prevent from the feeding behavior, the most significant issues hence is how to manage the feeding behaviors of tourists, reducing the number of feeding wildlifes to participate in growth. Through interpretive signs, in a persuasive manner, not only can convey important messages, so that visitors understand the limiting behavior of feeding wildlifes, can also reduce the tourists to the pride of damage or interfere with the visitors experience.The purpose of research is to explore whether the different type of billboard commentaries distinctively restrain the intentions of feeding wildlifes. The results represent that, there are significant differences between sexes and religions in the intentions of feeding wild birds, and as in the section of feeding intention and the recognition of wild bird, the results demonstrate that there are significant differences between feeding intentions in the accompanied objects, feeding experiences, religions, and the different cognitions of avian influenza. Furthermore, the feeding intentions of tourists indeed are distinctive by the influences of different types of billboard commentary,and moral appeal to sign the inhibitory effect of feeding is better than fear appeal; the differences merely are based upon the experiences of feeding wild bird however; the fewer feeding experiences, the more impacts on feeding intention of tourist would be. The research recommendations embrace three sections, initially, the reading habits of tourists should be taken into consideration before the billboard set up, then the object of the commentary of billboard should be confirmed, and the environment of billboard should be taken into account at last. |
