本研究以新北市猴硐貓村為研究場域，探討當地居民與遊客知覺其觀光衝擊認知、觀光發展態度與觀光發展行為意圖的現況與關係。以問卷調查方式進行便利抽樣，於105年4月在猴硐貓村發放問卷，回收有效問卷共計360份。問卷結果以描述性統計、獨立樣本t考驗、獨立樣本單因子變異數分析、Pearson積差相關、逐步多元迴歸分析等統計分析方法進行數據判讀與探討。 研究結果發現：一、貓村居民與遊客負面觀光衝擊程度較正面觀光衝擊高，其中以知覺「地區觀光發展的衝突」程度最高，而以「居民整體生活的改進」程度最低。二、貓村居民與遊客知覺其觀光發展態度與觀光發展行為意圖皆為中度以上程度。三、貓村遊客知覺「地區觀光發展的衝突」顯著高於貓村居民。四、當貓村「地區觀光資源的提昇」與「經濟商業的興盛」的程度愈高，則愈能有效提昇貓村居民與遊客的觀光發展態度。五、當貓村「地區觀光資源的提昇」的程度愈高，則愈能有效提昇貓村居民與遊客的觀光發展行為意圖。 本研究最後就結果進行討論，並提出相關之建議，以作為休閒遊憩規劃者及後續研究者之參考。 This study take Houtong-a Village of Cats as the study field and investigated the current condition and interrelationship among the perception of impacts on tourism, attitudes and behavioral intention toward tourism development as well as both the residents and visitors’ consciousness of the above-mentioned factors. In April 2016, 360 valid questionnaires were retrieved and collected. After collecting the data, the researcher analyzed the data by applying descriptive statistics, independent sample t-test, one-way ANOVA, Pearson product-moment correlation and stepwise multiple regression. The conclusions of this case study are stated as follows: 1. To both the villagers and visitors, the level of the negative impacts on tourism is higher than the positive one. The Conflicts of Regional Tourism Development has the highest level while the Improvement of Residents’ Living Standard has the lowest one.2. The consciousness of both the villagers and visitors on the Attitudes towards Tourism Development and Behavioral Intention toward Tourism Development is in the above-intermediate level.3. Visitors’ consciousness of the Conflicts Resulted from Regional Tourism Development is significantly higher than the villagers.4. When the levels of both the Raise of Resources of Regional Tourism and the Prosperity of Commerce are rising up, both the villagers and visitors’ attitude toward tourism development will effectively be promoted.5. When the levels of the Improvement of Regional Tourism Resources are rising up, the Behavioral Intention of Tourism Development will effectively be promoted. Based on the study findings, related discussion had been proceeded and related advice had been proposed as for reference for further studies conducted by future researchers.
