台灣西部沙泥海岸有段比珊瑚礁更稀有、更珍貴的藻礁海岸地形，唯認知程度不高，因此面臨嚴重破壞；如何透過帶領遊客親自體驗，並予以解說，以啟發遊客之親環境意圖，是近來頗受重視之議題。故本研究以參與桃園觀新藻礁保護區生態活動的遊客為研究對象，探討其對藻礁認知、態度、涉入程度、親環境意圖及願付價格之影響。藉由實體問卷發放，有效問卷回收共522份，並以敘述性統計、信效度分析、因素分析、獨立樣本t 檢定、單因子變異數分析與迴歸分析等統計分析方法進行分析，研究結果顯示：(1)解說或自由行對於藻礁認知有顯著差異，是部份成立的。(2)解說或自由行對於涉入程度有顯著差異，是部份成立的。(3)涉入程度對於藻礁認知有正向顯著影響。(4)藻礁認知對於態度有顯著影響，是部份成立。(5) 涉入程度對於態度有正向顯著影響。(6)態度對於親環境意圖有正向顯著影響。(7)態度對於願付價格有顯著影響，是部份成立。(8)涉入程度對於願付價格有顯著影響，是部份成立。(9)藻礁認知對於願付價格有顯著影響，是不成立。(10) 親環境意圖對於願付價格有正向顯著影響。依據研究結果提出具體建議給公私部門及後續研究參考。 In the western mud-coast of Taiwan, there exists algal reef coastal terrains which are more rare and more valuable than coral reef. Lack of cognition made algal reef facing serious damage. How to lead visitors to take field experience with on-site-interpretation to inspire their pro-environment behavioral intentions, is a quite highly regarded issue recently. The purpose of this research is to analyze the relationships of visitors’ algal reef cognition,attitude, involvement, pro-environment behavior intention and willing to pay for people participate the ecological activities of Guanxin algal reefs wildlife refuge. By Entity questionnaires, a total recovery of 522 valid questionnaires will be descriptive statistics, reliability analysis, factor analysis, independent sample t test, one-way analysis of variance and regression analysis, statistical analysis, etc. The results show: (1)the visitors’ experience tour or Interpretation have a partially significant influences toward algal reef cognition.(2) the visitors’ experience tour or Interpretation have a partially significant influences toward involvement level. (3) the visitors’ involvement level for the algal reef cognition have a significant positive influences. (4) the visitors’ algal reef cognition for the attitude have a significant positive influences. (5) the visitors’ involvement level for the attitude have a partially significant influences. (6) the visitors’ attitude for the pro-environment behavioral intension have a significant positive influences. (7) the visitors’ attitude for the willing to pay have a partial significant influences.(8) the visitors’ involvement level for the willing to pay have a partial significant influences.(9) the visitors’ algal reef cognition for the willing to pay have no significant influences.(10) the visitors’ pro-environment behavioral intension for the willing to pay have a significant positive influences. End of the thesis, make specific recommendations to the public and private sectors and continue-study researcher for reference.
