影響遊客用心體驗因素之研究－以賞鯨為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/20441

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Title:	影響遊客用心體驗因素之研究－以賞鯨為例
Other Titles:	A Study on Factors that Affect the Tourist's Mindfulness--Using Whale Watching as Example
Authors:	鄭文婷 Cheng, Wen-ting
Contributors:	旅遊事業管理學系碩士班陳璋玲 Chung-ling Chen
Keywords:	環境行為;用心體驗;解說;涉入;生活型態 involvement;environmental behavior;mindfulness;explanatory narration;life style
Date:	2008
Issue Date:	2015-05-09 17:22:12 (UTC+8)
Abstract:	台灣的賞鯨活動從1997年7月第一艘賞鯨船開航後，使賞鯨產業越來越蓬勃發展，為了能使台灣的賞鯨活動能永續發展，賞鯨業者透過解說對遊客進行海洋及鯨豚保育教育的推廣，但其解說之成效對於該活動遊客之體驗的影響仍有待進一步商榷。此外，隨著政府實施週休二日之政策後，假日及非假日之遊客屬性明顯不同，加上遊客涉入程度的高低容易影響遊客對於旅遊的感受，因此，不同涉入程度及生活型態之遊客對於賞鯨活動之用心體驗亦值得深入探討。　　　　本研究實地參與賞鯨活動行程及體驗業者所提供的解說服務，以參與花蓮港賞鯨解說服務的遊客作為實證調查對象及實地觀察的方式進行資料收集，共發放450份問卷，扣除無效問卷後，實際有效問卷為391份，且利用結構方程模式(SEM)進行各變項間因果關係之驗證分析。　　　　最後，本研究藉由資料分析結果得知，遊客之涉入程度的不同對其用心體驗有正向影響；遊客之生活型態的差異對其用心體驗有正向影響；賞鯨之解說對遊客其用心體驗沒有顯著的影響；遊客之用心體驗對環境行為影響有正向影響，因此本研究提出相關結論並擬訂具體建議以供賞鯨業者之參考。　　Taiwan's whale watching industry has developed to be more and more prosperous ever since the first whale watching boat set sail in July of 1997. In order for Taiwan's whale watching activity to have sustained development, whale watching dealers use explanatory narration to promote ocean and cetacean protection education. However, the effect of the explanatory narration on the experience of the tourists engaging in the activity requires further deliberation. Furthermore, with the government's implementation of the 2 day weekend policy, the attribute of holiday and non holiday tourists is clearly different. Adding the fact that varying involvement level of the tourists can easily affect the tourists' experience toward the trip, therefore, the effect different levels of involvement and life style of the tourists has on the mindfulness of their whale watching activity is worth in depth exploration and discussion. 　　　　This research physically participated in the whale watching trip and experienced the explanatory narration service provided by the dealer. Taking the tourists that participated in the Port of Hualian whale watching narration service as the subject, the empirical investigation and field observation is used as the method for data collection. A total of 450 questionnaires were distributed, after deducting the invalid questionnaires, 391 valid questionnaires were retrieved. The verification analysis of the causal relationships between the variables is conducted utilizing the Structural Equation Modeling (SEM). 　　　　Lastly, through the result of the data analysis, this research reveals that the difference in the tourists' level of involvement has a positive influence on their mindfulness. The variance in the life style of the tourists also has a positive influence on their mindfulness. The explanatory narration for whale watching does not have a significant influence on the mindfulness of the tourists. The tourists' mindfulness has a positive influence on the influence of environmental behavior. Therefore, this research raises relevant conclusion and draws up specific recommendations to be referenced by whale watching dealers.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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