澎湖觀光客對地方與環境永續認同感如何影響其生態旅游態度與願付溢價：價值－態度－行為之觀點

南華大學機構典藏系統 > 科技學院 > 永續綠色科技碩士學位學程 > 博碩士論文 > Item 987654321/29805

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题名:	澎湖觀光客對地方與環境永續認同感如何影響其生態旅游態度與願付溢價：價值－態度－行為之觀點
其它题名:	How Penghu Tourists' Local Identity and Perception of Environmental Sustainability Affect Their Ecotourism Attitudes and Willingness to Pay Premium for Ecotourism: A Value-Attitude-Behavior Perspective
作者:	陳明山 CHEN, MING-SHEN
貢獻者:	科技學院永續綠色科技碩士學位學程洪耀明 HONG, YAO-MING
关键词:	澎湖旅遊;地方認同;環保認同;生態旅遊態度;願付溢價 Penghu Tourism;Local Identity;Tourists’ Perception of Environmental Sustainability;Ecotourism Attitudes;Willingness to Pay Premium for Ecotourism
日期:	2023
上传时间:	2023-11-14 11:39:13 (UTC+8)
摘要:	在2015年由聯合國宣布「2030 永續發展目標」的 17 項核心目標後，世界各國紛紛致力於永續發展的推動，綠色旅遊、責任旅遊等詞彙如雨後春筍般的出現。澎湖四面環海，擁有著豐富的自然資源經常成為遊客在選擇島嶼觀光旅遊時的首選。湛藍的海水、潔白的沙灘、烏黑的玄武岩坐擁絕佳的觀光條件，在觀光面向上穩定成長的同時卻面臨海洋生態破壞等重要環境議題，2014 年由內政部公告實施澎湖南方四島國家公園，成為我國第 9 座國家公園，同時也是第 2 座海洋型國家公園，地方政府則透過禁漁區、禁漁期的限制來保護海洋生態。然而，在發展與保護兩個面向上一直存在著矛盾，如何推動永續觀光以及保護環境儼然成為一項重要的課題，除了政府法規上的保護，民間觀光業者願意主動參與環境永續在觀光發展更顯重要，為了推動環境永續在觀光發展可能使觀光業者產生溢出費用。　　本研究關注這些溢出費用與觀光客對於環境永續以及地方認同感，在生態旅遊與願付溢價之間的關係。本研究以來澎湖觀光旅遊的遊客作為研究調查的對象，發放問卷並以 SPSS 量化統計分析。研究結果顯示，地方認同與生態旅遊二者呈正向關係;環保認同與生態旅遊二者呈正向關係;環保認同感與願付溢價二者呈正向關係;生態旅遊態度與願付溢價二者呈正向關係。研究結果能增加相關文獻之貢獻，也具備了良好的實務意涵。　　After the United Nations announced the 17 core goals of the “2030 Sustainable Development Goals” in 2015, countries around the world have been committed to the promotion of sustainable development. Words such as green tourism and responsible tourism have sprung up. Penghu is surrounded by the sea and relies on Rich natural resources often become the first choice for tourists when choosing islands for sightseeing. The blue water, white sandy beach, and black basalt have excellent sightseeing conditions. They grow steadily in the aspect of sightseeing, but at the same time they face the destruction of marine ecology and other important factors. In 2014, the Ministry of the Interior announced the implementation of the Four Islands National Park in the south of Penghu Lake. It is the ninth national park in China and the second marine-type national park. The local government protects the marine ecology by restricting fishing areas and fishing periods. However, there have always been contradictions in the two aspects of development and protection. How to promote sustainable tourism and protect the environment has become an important issue. In addition to the protection of government regulations, private tourism operators are willing to actively participate in environmental sustainability in tourism development. In order to promote the development of environmental sustainability in tourism, the tourism industry may generate overflow costs.　　This study focuses on the relationship between these overflow costs and tourists' perception of environmental sustainability and local identity,ecotourism and willingness to pay a premium. Since this study, tourists who traveled to Penghu have been the object of research and investigation. Questionnaires were distributed, and SPSS was used for quantitative statistical analysis. The findings show that local identity is positively associated with ecotourism attitudes; tourists’ perception of environmental sustainability is positively associated with ecotourism attitudes; tourists’ perception of environmental sustainability is also positively related with willingness to pay premium for ecotourism, and ecotourism attitudes is positively related with willingness to pay premium for ecotourism. These research results can increase the contributions of relevant literature and provide useful practical implications.
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