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    题名: 低碳旅遊遊客動機及旅遊環境教育推廣策略之研究
    其它题名: Promoting Low-Carbon Travel through Understand Tourists' Motivations
    作者: 鄭辰旋
    贡献者: 淡江大學國際觀光管理學系
    关键词: 低碳旅遊;綠色旅遊;環境友善旅遊;遊客動機;支持意願;環境教育;low -arbon travel;greeen tourism;environmental education;visitor motive
    日期: 2011-08
    上传时间: 2015-05-06 15:48:13 (UTC+8)
    摘要: 全球暖化在近年來成為全球人們最關心的話題之一,各個產業也紛紛提出因應全球暖化,減少碳排放之策略,觀光產業也不例外。為因應氣候改變所帶來的影響,國際觀光相關組織以及許多國家,正提出許多方案推廣遊客在從事旅遊行為時,亦能考量環境問題,利用各種方式,減少他們的碳排放量,而台灣在近年來,因應國際趨勢,也提出了低碳旅遊的概念。 此研究之主要探討遊客對低碳旅遊的認知與看法、他們參與低碳旅遊之動機,以及他們對於環境變遷之認知。本研究之研究對象為低碳旅遊參與者,研究者首先將運用質性訪談,瞭解遊客對低碳旅遊之看法及參與動機,再運用所得之資訊,進行問卷設計,針對較廣的遊客族群進行瞭解。此研究探討兩類型不同的動機,推力動機(push motivation)以及拉力動機(pull motivation),有助於瞭解遊客參與低碳旅遊是受自身特質影響或是受外力影響,研究結果將提供旅遊供給者進行旅遊景點的活動規劃、遊客行為的預測。本研究亦將比較不同遊憩動機之遊客對低碳旅遊的認知及對環境態度是否有所不同,研究結果可提供教材設計之建議給環境教育或解說相關人員,進而設計適合不同遊客之遊憩行前教育或遊憩解說方案。
    Rapid development of technologies improves human beings’ quality of life, but brings in numerous negative impacts such as global environmental change. Tourism industry, which develops rapidly in recent years, contributes to global environmental change. If the global warming continues to be a serious threat to human existence, low-carbon travel should be a new trend in the future. Dewar (2005) indicated that the reasons tourism operators adopt new marketing strategies influenced by their knowledge and attitudes toward global environmental change. Therefore, only if people understand the concepts of low-carbon travel, they are willing to participate in these types of travel patterns, and the tourism industry can become more sustainable in the future. To reduce the impacts of global warming that caused by tourism industry, understanding traveler’s characteristics, and their perceptions of low-carbon travel, their environmental concern and their motivations of participating in low-carbon travel is imperative. Since there was little study discuss about the demographic characteristics, perceptions and motivations of low-carbon travelers, this study will use exploratory approach to investigate who these people are, how they perceive low-carbon travel, what their environmental concerns are, and what motivate them to participate in low-carbon travel. This study will use qualitative and quantitative mixed methods to explore visitors’ perceptions of low-carbon travel, environmental concern in addition to investigating their motivations of participating in this type of travel programs. Qualitative data analysis will be using Strauss and Corbin’s (1998) three coding steps: open coding, axial coding, and selective coding. Quantitative data analyses will be conducted using the Statistical Package for the Social Sciences (SPSS) version 12.0. The descriptive data will be analyzed to understand the background of participants while the confirmatory factor analyses will be conducted to confirm the factors in the push motivations and pull motivations. Also cluster analysis will be conducted to categorized people with different motivations, and ANOVA test will be conducted to compare the differences among people with different motivations. The results of this study will help local low-carbon travel providers to provide appropriate services and programs for the visitors. Also, the information derives will help develop appropriate environmental education programs for educators to conduct the concepts of low-carbon travel to visitors.
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