空汙問題日益嚴重，如何改善成了身處於地球上每一份子必須正視的課題。然而「燃香燒金」為華人地區長久以來的傳統祭祀方式，如何在環保與文化間取得平衡考驗在在考驗了政府以及民眾行之有年的傳統習俗。 本研究建構於計畫行為理論，目的為探討遊客減香的行為意圖。首先，依據文獻提出研究假設，並以發放網路問卷的方式進行研究，量尺以李克特五點量表設計，以隨機抽樣方式在109年1月3至6日回收有效樣本644份，信賴水準達98.68%。研究結果發現遊客的態度及知覺行為控制對於減香的行為意圖有顯著的影響，燃香動機較弱的族群其減香意圖也較強。 所以本研究最後提出應該從環境教育紮根，政府端從上游把關香枝的品質並提供正確的資訊給廟方，使其了解燃香對健康帶來的危害，勸請宮廟以漸進式、自願性的自動配合減量。廟方停止實施免費供香的措施並提供燃香的替代方式，如電子香、線上求籤等方式讓有目的性參拜的遊客有所選擇。期盼本研究結果能夠給予政府及相關單位在規劃減香相關政策時作為參考。 The problem of air pollution is becoming increasingly serious. How to improve it has become a topic that every member of the planet must face up to. However, burning incense and joss paper is a long-standing traditional ritual habit in greater China. How to achieve a balance between environmental protection and culture is testing the government and traditional customs of people. This study is based on the theory of planned behavior. The purpose is to explore the behavioral intention of tourists about reducing incense burning. First, based on the literature, put forward research hypotheses, and conduct research by issuing online questionnaires. The scale is designed with a Likert five-point scale. Random sampling was used to collect 644 valid samples on January 3 to January 6, trust level reached 98.68%. The results of the study found that tourists' attitudes and perceptual behavior control had a significant impact on the behavioral intention of reducing incense, and those tourists with weaker incense burning motivation had stronger intentions of reducing incense. Therefore, this study finally proposed that it should take root from environmental education. Government should check the quality of incense sticks and provide correct information to the temple, let them understand the dangers of burning incense to health. Temples should stop offering free incense sticks that they can provide alternatives to burning incense, such as electronic incense, draw lots on line or other ways to give purposeful tourists a choice. It is hoped that the results of this study can be given to the government and relevant units as a reference when planning policies related to incense reduction.
