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摘要

本篇出處 運動與遊憩研究 14:3 2020.03[民109.03] 頁46-63
篇名 責任旅遊者參與動機、體驗價值及行為意圖關係之研究--以澎湖「海漂實驗室」為例
作者 胡麗華 ; 胡俊傑
中文摘要   本研究旨在探討責任旅遊者參與動機、體驗價值及行為意圖之差異情形及影響關係。研究採立意抽樣方式,以「澎湖海漂實驗室」活化海洋廢棄物遊程之遊客為主要研究對象,採封閉式問卷作為研究工具進行調查,並運用統計軟體SPSS For Windows 23.0版,依研究目的及驗證假設所需,以描述性統計、項目分析、獨立樣本t檢定、單因子變異數分析(one-way ANOVA)、及多元迴歸分析等統計方法進行資料分析。研究結果發現:參與「澎湖海漂實驗室」活化海洋廢棄物遊程之遊客依不同人口統計變項,在「參與動機」、「體驗價值」與「行為意圖」各構面均有部分顯著的差異。此外,研究結果亦顯示遊客之參與動機對體驗價值具有正向的影響;參與動機對行為意圖具有正向的影響;體驗價值對行為意圖具有正向的影響。最後研究結論對相關單位提出相關建議,包括規劃並推廣結合澎湖海洋遊憩及海洋環境保護之多元特色主題遊程,遊程設計應以適合親友家族共同參與、互動的體驗活動、強化遊客環境教育知識、加強導覽解說、提升美感體驗並提供價格合理且具趣味性為依據,便能讓旅客產生再次來訪的意願。本研究亦對後續研究提供研究方向及建議。
英文摘要   The main purpose of this study is to explore the differences and influences of responsible tourists' motivation, experience value and behavioral intentions. Taking the sampling method, the main research object is to participate in the "Penghu Marine Debris Lab" to activate the marine waste tour. The closed questionnaire is used as a research tool to investigate, and the statistical software SPSS for Windows23.0 is used, according to the research purpose and Data validation was performed using statistical methods such as descriptive statistics, project analysis, independent sample t-test, one-way ANOVA, and multiple regression analysis. The results of the study found that visitors to the "Penghu Marine Debris Lab" to activate the marine debris tour had some significant differences in the "participation motivation", "experience value" and "behavioral intention". In addition, the motivation of visitors to participate has a positive impact on the value of experience; the motivation of participation has a positive impact on behavioral intention; the value of experience has a positive impact on behavioral intention. The final research conclusions provide suggestions for relevant units, Including the promotion of the multi-featured theme tour in conjunction with the Ocean Recreation and Marine Environmental Protection, planning and designing for the family and friends to participate in and interact with each other, to enhance the environmental education knowledge of visitors, to enhance the navigation and interpretation, to enhance the aesthetic experience and to provide reasonable and interesting prices. Sexual travel can give travelers the willingness to visit again. This study also provides research directions and recommendations for follow-up studies.