數位相機與影像紀錄科技、行動網路寬頻的迅速發展，讓拍照攝影成為遊客相當普遍的旅遊行為，登山活動則因國家公園的步道、解說指引牌示及山屋完善的規畫之下，讓部分高山百岳逐漸轉型成接近一般旅遊化的行為，使得登山攝影逐漸成為一項新興的休閒旅遊活動。本研究採用Ajzen(2001)所提出的計畫行為理論(TPB)為研究架構來進一步探討與解析遊客從事登山攝影的行為意圖。 研究施測地點以台灣百岳最熱門且最著名的玉山主峰線步道為例，設定有攜帶攝影器材從事拍照錄影的登山遊客進行結構式問卷調查。再使用SPSS 18.0 for Windows及AMOS 18.0 for Windows版本之統計軟體做後續各項資料分析研究結果顯示，登山遊客對於登山攝影的態度、主觀規範及知覺行為控制等構面因素會對其從事登山攝影的行為意圖具有顯著水準以上的正向影響。依此結果，給予提供公、私經營管理者、登山或攝影相關社團、辦理登山旅行社業者或是相關出版商、雜誌商於有關山野自然環境的營造、影像運用的營運宣導模式等面向，提出實務性的建議。 The fast development of digital camera and image record science and internet and technology has made photographing become an usual behavior of visitors. By good condition of national parks’ trail’ detailed signs of guidance, and perfect planning, mountain climbing turn into a very common diversion. As a result, mountaineering photography becomes a newly risen leisure travel activity. In this study, Theory of Planned Behavior (TPB) proposed by (Ajzen, 2001) has been adopted to explore and resolve the visitors’ intention of mountaineering photography. Taking the most famous line trail of Yushan for example, which is also the case survey place, the visitors who carry the photography equipment are invited to fill out the structured questionnaire. Then using software like SPSS 18.0 for Windows and AMOS 18.0 for Windows to do the follow-up of the statistical data analysis. The results shows that the facet factors like Hikers’ attitude toward mountaineering photography, subjective norms and perceived behavioral control have a significantly positive effect on their intention of mountaineering photography. By this results, given some practical suggestion about the building of wild natural environment and the operation mode of the use of video for public and private managers, hiking or photography-related associations, travel agents of mountain climbing, and r related publishers.
