| 摘要: | 旅遊業是以環境為依託的行業，任何人為的活動對於環境都會造成一定的衝擊，其對環境的破壞力仍不可忽略，均不宜過度開發。鼓勵大眾從事生態旅遊活動是全球的趨勢，生態旅遊是一種兼具遊憩與環境教育的活動，生態旅遊的概念強調環境資源、當地社區與遊客之間的互動，所以生態旅遊觀念的植入，成為發展觀光的重要課題。本研究以是東埔地區為例，該區為生態旅遊的資源基礎不僅包括自然生態環境，而且包括社會文化資源，具有開發生態旅遊得天獨厚的條件。本研究目的主要探討東埔地區生態旅遊品質、知覺價值、滿意度與行為意向之關係。採問卷調查方式，以便利抽樣法，對到訪東埔地區的遊客進行資料蒐集，共回收218 份有效問卷。資料分析的方式包括描述性統計、信度分析、變異數分析、IPA分析及結構方程模式。本研究結果顯示生態旅遊品質會正向影響知覺價值及遊客滿意度，以及遊客滿意度會正向影響遊後行為，知覺價值會正向影響滿意度。期望研究結果能有助於旅客得到好的旅遊品質，更能對於東埔地區觀光發展上有所幫助，並提供給相關單位決策者資源配置之參考。
Tourism industry is attached on the environment. Any human activity will impact on the environment, Tourism destructive for the environment can not be ignored, are not overexploited. This is a global trend to encourage people to engage in ecotourism activities. Ecotourism is an activity both recreation and environmental education. The concept of ecotourism emphasizes environmental resources, community and tourists interaction among. Therefore, the concept of promoting ecotourism has become an important issue in tourism development. In this study, examples of TonPo area, ecotourism resource base in this area, not only includes the natural environment, but also have social and cultural resources. This area has favorable conditions for developing ecotourism. The main purpose of this study is to investigate ecotourist’s service quality, satisfaction, perceived value and behavior intention of tourism. A structured questionnaire was designed to collect the data form the visitors who have visited the TonPo area. By means of convenience sampling, a total number of 218 valid samples were obtained. The data were analyzed by using descriptive statistics, reliability analysis, ANOVA analysis, IPA analysis and SEM. Results indicated a positive impact on the quality of ecotourism and tourist satisfaction, perceived value and positive impact on tourist satisfaction after travel behavior, perceived value, a positive impact on satisfaction.The results will help visitors gain a good trip quality, and the result is helpful for TonPo tourism development, and can be used as reference in all relevant units. |
