應用計畫行為理論探討情境因素對環境行為的影響－以「桃園觀新藻礁生態系野生動物保護區」為例

Abstract

近年來，隨著遊客越來越意識到自身行為對於環境的影響，對生態環境影響最小的旅遊就成為遊客的一項選擇。然而，民眾在進行任何形式的旅遊時，遊客的環境行為可能會直接影響當地的自然環境，也會影響遊客的旅遊體驗。為探討保護區內生態旅遊的遊客環境行為，本研究以「桃園觀新藻礁生態系野生動物保護區」為研究地區，且基於計畫行為理論來探討遊客於理論中的影響程度，並加入情境因素做為調節變項分析對生態旅遊遊客環境行為的影響。透過 SPSS23 與 AMOS 28 進行資料分析後發現，「情境因素」會正向調節遊客對「環境行為意圖」與「環境行為」之間的關係。因此，建議相關單位可針對生態解說牌、環保步道設計以及垃圾分類設施等環境情境因素改善，這樣能有效地引導遊客於保護區的實際環境行為。

In recent years, as tourists have become increasingly aware of the impact of their behavior on the environment, tourism that minimizes ecological and environmental impact has become a choice for visitors. However, when people engage in any form of tourism, tourists' environmental behavior may directly affect the local natural environment and also influence their tourism experience. To explore tourist environmental behavior in ecotourism within protected areas, this study selected the "Taoyuan Guanxin Algal Reef Ecosystem Wildlife Sanctuary" as the research site. Based on the Theory of Planned Behavior, this research examined the degree of influence on tourists within the theoretical framework and incorporated situational factors as moderating variables to analyze their impact on ecotourist environmental behavior. Through data analysis using SPSS 23 and AMOS 28, the findings revealed that"situational factors" positively moderate the relationship between tourists' "environmental behavioral intention" and "environmental behavior." Therefore, it is recommended that relevant authorities focus on improving environmental situational factors such as ecological interpretation signs, eco-friendly trail design, and waste classification facilities, as these can effectively guide tourists' actual environmental behavior in protected areas.