應用價值信念規範理論探討遊客對永續旅遊行為意向之研究 -以日月潭國家風景區為例

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Please use this identifier to cite or link to this item: http://ir.lib.cyut.edu.tw:8080/handle/310901800/43680

Title:	應用價值信念規範理論探討遊客對永續旅遊行為意向之研究 -以日月潭國家風景區為例 Using Value-Belief-Norm Theory to Explore Sustainable Tourism Behaviors Intention: A Case Study of Sun Moon Lake National Scenic Area.
Authors:	伍怡欣 Wu, Shin-Yi
Contributors:	企業管理系林志偉;黃淑琴 Lin, Chih-Wei;Huang, Shu-Chin
Keywords:	從眾傾向;線性結構方程模型;價值信念規範理論;永續旅遊 Structural Equation Modeling;Bandwagon Effect;Value Belief Norm;Sustainable Tourism
Date:	2024-08-31
Issue Date:	2024-11-14 09:44:33 (UTC+8)
Abstract:	本研究透過價值信念規範理論探討旅客在日月潭國家風景區進行永續旅遊過程中，自身對於環境的價值觀、環境態度及個人規範，是否受到從眾傾向的影響，進而產生環境行為。本研究採用問卷調查法收集資料，回收有效樣本421份，採用線性結構方程模型（Structural Equation Modeling, SEM）進行資料分析和模型驗證。研究目的主要探討生態圈價值觀對環境態度之影響程度；探討環境態度對個人規範的影響程度；探討個人規範對私人領域行為之影響程度；探討從眾傾向對個人規範與私人領域行為之關係之干擾效果，經過研究分析結果顯示旅客本身的生態圈價值觀對於環境態度具有正向影響；環境態度正向影響個人規範；個人規範正向影響私人領域行為；從眾傾向對個人規範與私人領域行為之關係具有干擾效果。 This study uses the Value-Belief-Norm (VBN) theory to investigate whether tourists' environmental values, environmental attitudes, and personal norms in the process of sustainable tourism at Sun Moon Lake National Scenic Area are influenced by conformity tendencies, thereby generating environmental behaviors. The study collected data using a questionnaire survey method, with 421 valid samples recovered, and applied Structural Equation Modeling (SEM) for data analysis and model validation. The main objectives of the study are to explore the impact of biospheric values on environmental attitudes; to investigate the influence of environmental attitudes on personal norms; to examine the effect of personal norms on private-sphere behaviors; and to explore the moderating role of conformity tendencies between personal norms and environmental behaviors. The results of the study show that tourists' biospheric values have a positive impact on environmental attitudes, which in turn positively influence personal norms. Personal norms positively impact private-sphere behaviors.
Appears in Collections:	[企業管理系] 博碩士論文

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