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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/9666

    Title: 探討個人人生價值觀對其國家公園觀光行為之影響
    Authors: 高立學
    Contributors: 管理學院
    Date: 2008
    Issue Date: 2010-05-14 15:36:16 (UTC+8)
    Abstract: 價值觀在所有社會科學中有著最核心的地位,影響人們的行為。不論人 們有意識到或沒意識到,行為的背後準則總是可以追溯到一個人的價值觀 (Rokeach, 1973; Schwartz, 1994)。本研究假設人生價值觀會影響國家公園的 觀光行為,試圖找出哪些價值觀對國家公園的觀光行為有顯著的影響。 本研究計畫先整合之前有關人生價值觀的研究 (Gau, 2007; Kahle, 1983, 1996; Malow, 1970a, 1970b; Rokeach, 1973; Schwartz, 1992, 2004, 2005),列 出人生價值觀表,接著使用結構性訪談和初始問卷,找出和國家公園觀賞 行為有關的價值觀。國家公園旅遊行為包括旅遊意願、旅遊次數、參觀過 多少國家公園、停留時間、消費金額,和最喜歡的旅遊活動和參觀點 (林淑 卿,2006;吳忠宏、黃宗成、邱廷亮, 2004; 李瑞興、蔡進發、黃宗成、江 靜宜, 2007;許世璋、陳淑寶,2004)。本研究最後將發展出一份最終問卷, 包括價值觀、旅遊行為和人口統計變數。資料收集將分成北、中、南進行, 採便利抽樣。 統計方法將使用相關係數分析 (Pearson correlation coefficients) 和迴歸 分析(Stepwise multiple regression)檢視價值觀和旅遊行為的關係,使用 MANOVA (Multivariate Analysis-of-variance) 比較消費者和非消費者的價值 觀,使用Cluster analysis 做消費者區隔分析。 本研究對於國家公園旅遊行為價值觀的瞭解,將貢獻於國家公園能更有 效的管理教育觀光客,進而能對國家公園永續經營。

    The value concept has been considered crucial by various scholars. For example, Rokeach (1973) in his influential book, The Nature of Human Values, mentioned that 「the value concept, more than any other, should occupy a central position across all the social sciences」 (p.3) because it is the core concept 「being able to unify the apparently diverse interests of all the sciences concerned with human behavior」 (p. 3). Theorists have viewed values as the criteria people use to select actions and evaluate events (Schwartz, 1992). The concept of values can be considered an independent variable affecting behavior (Rokeach, 1973). As such, it is likely that tourism behavior of national parks would be affected by personal values. The purpose of the research project is to identify and specify personal values associated with tourism behavior of national parks. Using existing value measures (Gau, 2007; Kahle, 1983, 1996; Malow, 1970a, 1970b; Rokeach, 1973; Schwartz, 1992, 2004, 2005), group interviews and a pilot survey will be conducted to specify individual values which are considered more relevant to tourism behavior of national parks. Tourism behavior of national parks includes visiting intention, visiting frequency, the amount of consumption in terms of money and time in national parks, and favorite activities. In the main study, a questionnaire will be used with specified personal values, modes of tourism behavior, and demographics. The survey will be conducted in north, middle, and south of Taiwan by convenience sampling. Pearson correlation coefficients and stepwise multiple regression will be used to examine the relationships between personal values and tourism behavior of national parks. MANOVA (Multivariate Analysis-of-variance) will be used to compare personal values and tourism behavior between consumers and non-consumers of national parks. Cluster analysis will be used to segment consumers in terms of demographics and personal values. The results will provide useful information for managers of national parks and policy makers. By using the values as themes, managers and policy makers will design their promotion activities, proposals, and policies for sustainable management of national parks. Future research should examine how different cultures might influence the associations between personal values and tourism behavior of national parks.
    Appears in Collections:[休閒與遊憩管理學系] 科技部研究計畫

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