旅遊動機、島嶼意象與生態旅遊機會序列之關係

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题名:	旅遊動機、島嶼意象與生態旅遊機會序列之關係
其它题名:	The Relationship between Tourism Motivation, Island Image and Ecotourism Opportunity Spectrum.
作者:	黃?涵 Xiu-Han, Huang
贡献者:	黃章展;侯錦雄 Chang-Chan, Huang;Jing-Shoung, Hou 景觀學系
关键词:	語意意象;居民與遊客;澎湖;圖像意象 verbal image;resident and tourist;Penghu;icon image
日期:	2014
上传时间:	2015-05-05T08:00:17Z (UTC)
摘要:	許多有著生態旅遊之名卻無生態旅遊之實的活動一直運作著，當地為生活而忽視環境生態的行為，導致遊客沒有接收到正確的概念，給予旅遊地環境及文化更大的衝擊。在澎湖這個島嶼，旅遊業者提供的遊程仍是傾向大眾旅遊，如：海洋牧場活動、帶大量遊客進行潮間帶巡禮、一天跳四島行程等等。此種旅遊模式使得許多問題逐一浮現，如：海底淤泥、漁獲量驟減、生態失衡等等。在這些行為的背後，是否有旅遊動機促使著，而在行為的進行中所產生的意象，是否影響到後續的認知與行為，尚未有人研究。於是本研究之目的分為兩個部分，第一，了解居民與遊客在旅遊動機、島嶼意象與生態旅遊機會序列上的差異；第二，了解旅遊動機、島嶼意象與生態旅遊機會序列之關係。問卷調查於102年2月至6月間實施，抽樣對象為問卷調查期間澎湖地區的居民與現地遊客，且年滿18歲以上。研究結果顯示：1.居民旅遊動機類型可分為體會型、安定型與遠離型。2.不同旅遊動機類型的居民，其島嶼意象有顯著差異。3.遊客旅遊動機類型可分為自我型、體驗型與遊客型。4.不同旅遊動機類型之遊客則在語意意象上有顯著差異。5.語意意象與圖像意象有關6.居民生態旅遊機會類型可分為中庸型、觀光型與消極型。7.不同生態旅遊機會序列類型的居民，其島嶼意象有顯著差異。8.遊客生態旅遊機會類型可分為體驗型、大眾型、環保型與學習型。9.不同生態旅遊機會序列類型的遊客，其島嶼意象是沒有顯著差異的。根據研究結果，對澎湖的旅遊經營管理提出建議。以生態旅遊機會序列為居民與遊客分類，藉由了解其類型特性，可得知他們的生態旅遊概念。且從旅遊動機與意象的角度切入，了解旅遊動機、意象是否會影響人成為何種生態旅遊機會序列類型。其中，這三者之間的關係驗證了人的心理影響自身反應的行為，欲改善人的行為，得先從教育居民與遊客起。並建議相關單位，型塑生態旅遊的氛圍，將生態旅遊機會序列的食、住、行、育、樂、購與景構面的觀念帶入活動、遊程等，甚至是居民的生活裡，我們可以使用生態旅遊機會序列量表來檢視生態旅遊推動的程度，以落實生態旅遊。 The concept of eco-tourism has been raised but most of the activities in Penghu did not follow the concept yet. The habitants ignores the ecological environment and it conveyed improper concept which received by the tourists. Therefore, it caused much severer damage to tour sites and cultures. In Penghu, travel agencies still tend to support mass tourism, such as aquafarm, visit the intertidal zone and travel four islands in a day. This travel mode resulted in some troubles to the environment. For example, the fish caught quantity reduced sharply, losing the balance of ecology etc…If there are any tour motivations to contribute these behaviors mentioned above, and will the images which are raised during these activities effect the following recognition and behaviors, no one did this research before. As the result, the purpose in this study is divided to two parts. First of all, to realize the difference between tourists and habitants on their tourism motivation, island image and eco-tourism opportunity spectrum. In second place, to realize the relationship between tourism motivations, island image and eco-tourism opportunity spectrum. The questionnaires wrer conducted from February to June, 2013. The objects of the sample survey are residents and tourists who were in Penghu area during the period mentioned above. In addition, all of the respondents are above 18 years old.The result of this study revealed that 1. The tourism motivations of residents could be classified to aware type, stable type and being away type. 2. Residents with different tourism motivation will be notably different on their island images. 3. The tourism motivation of tourists could be classified to ego type, experience type and tourist type. 4. Tourist with different tourism motivation will be remarkably different on verbal images. 5. Verbal image is related to icon image. 6. The eco-tourism opportunity spectrum of resident could be classified to moderate type, sightseeing type and negative type. 7. The resident with different eco-tourism opportunity spectrum will be highly different on island image.8. The eco-tourism opportunity spectrum of tourists could be classified to experience type, masses type, environmentally friendly type and learning type. 9. The tourists with different eco-tourism opportunity spectrum are no difference on island image.According to the result, this study propose some suggestions for Penghu tourism management. Classify resident and tourists based on eco-tourism opportunity spectrum. By realizing their characteristic, the concepts of eco-tourism are identified. Form the angle of tourism motivation and image, it is proofed that if tourism motivation and image will effect human being to what kinds of eco-tourism opportunity spectrum type or not. Among all, the relationship between them proof the truth that human’s mental will affect self-reaction behaviors. If their behaviors are require to improve, it’s better to start from education on residents and tourists. In addition, suggest relevant department to atmosphere eco-tourism concept. From food, living, traffic, education, entertainment and shopping aspect of eco-tourism opportunity spectrum, the concept will be inserted to activities, trips and resident’s life. Furthermore, the eco-tourism opportunity spectrum can be used to review the execution level of eco-tourism development.
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