本研究以計劃行為理論為基礎將其延伸，加入目的地意象及利他主義來探討遊客對於生態旅遊之行為意圖。透過實體問卷的施測，有效樣本270份，並以結構方程模式驗證研究假設。 從過去的研究讓我們?解生態?遊是重視環境教育與保育觀?、尊重當地文化、促進當地發展，並強調環境永續經營的觀?，其中，眾多研究顯示遊客對於目的地意象影響著遊客旅遊意願及重遊意願，但少有文獻探討其和生態旅遊間的關係；而對於環境關心與保育除了符合生態旅遊的內涵外，同時也符合利他主義的精神。故本研究著重於利他主義與目的地意象對遊客選擇生態?遊之影響。 研究結果顯示，利他主義會正向影響主觀規範；利他主義會正向影響行為意圖；利他主義會正向影響態度；目的地意象會正向影響主觀規範；目的地意象會正向影響態度；目的地意象會正向影響行為意圖；目的地意象會正向影響知覺行為控制；主觀規範會正向影響行為意圖；態度會正向影響行為意圖；知覺行為控制會正向影響行為意圖。 The study incorporates destination image and altruism with TPB model to investigate travelers’ behavior intention. The research will use questionnaire for data collection and received 270 effective ones back. Structural equation modeling was used to analyze the data and test hypothesis. The previous studies showed that ecotourism was a concept of environmental education and conservation, respect for local culture and local development, and stressed the concept of environmental sustainable. Many researches indicated that destination image will affect the willingness of visitors to re-visit , but there were few researches focused on the relationship between destination image and ecotourism. The concern for the environment and conservation are in line with the core spirts of ecotourism and implications. Therefore, this study focuses on the impact of altruism and destination image for tourists to adopt eco-tourism. The results of the empirical study are as follows. Altruism and destination image have the positive influence on subject norm. Altruism and destination image have the positive influence on attitude. Destination image has the positive influence on perceived behavioral control. Subject norm, attitude, perceived behavioral control, destination image and altruism have positive influence on behavior intension.
