休闲效益与行为意图关系之研究-建国科技大学.docVIP

PAGE PAGE 8 綠色旅遊遊客知覺、休閒效益與行為意圖關係之研究： 以東豐自行車綠廊為例 作者姓名: 楊愛施 顏崇軒 陳婕芸 李冠樺 林怡伶 石侑臻 服務單位: 建國科技大學 E-mail Address: vanessa@.tw 摘要 本研究目的旨在瞭解台中縣東豐自行車綠廊騎乘者之旅遊知覺、休閒效益與行為意圖的現況，並分析不同背景變項的騎乘者在遊客知覺、休閒效益及行為意圖的差異情形。以從事自行車活動之族群為主要之研究發放對象，採取便利抽樣法，共計發放問卷400份，回收400份，取得有效問卷389份，有效問卷回收率為97.3%。 研究方法採取便利抽樣進行問卷調查。問卷內容包括由旅遊知覺量表、休閒效益量表、行為意圖量表及受訪者個人背景資料。根據調查所蒐集之資料，依研究目的進行資料整理與分析，藉由t 考驗、單因子變異數分、迴歸等統計方法處理，研究結果摘錄如下： 一、自行車道使用者以男性居多，年齡以19-25 歲佔多數，教育程度以大專/大學院校為主；家庭月收入以2-5萬元者居多；居住地區以中部地區最多。 二、性別、教育程度、家庭月收入皆會影響「旅遊知覺」、「休閒效益」與「行為意圖」的程度。三、東豐自行車綠廊自行車遊客之旅遊知覺、休閒效益與行為意圖存在正向關係。 旅遊知覺以「車道安全」為主要因素；所獲得的休閒效益主要為「生理效益」；行為意圖最高為「重遊意願」。遊客旅遊知覺與休閒效益方面呈現正相關;休閒效益與行為意圖呈現正相關。而且，受訪遊客對東豐自行車綠廊的體驗感受，普遍感到滿意，重遊意願高，並樂於向他人推薦東豐自行車綠廊。 關鍵詞：旅遊知覺、休閒效益、行為意圖、綠色觀光 The Study on Relationship among Visitors’ Perceived Value, Leisure Benefit, and Behavioral Intention of Green Tourism－A Case Study of Tong-Fong Bikeway Abstract The purposes of this study was to investigate the visitor’s perceived value, leisure benefit, and behavioral intention of green tourism in Taichung Tong-fong Bikeway, and analyzing the difference between those three variables in different bikers’ background. The survey was practically conducted in bikers and the total 400 questionnaires were returned 400 copies, 389 of them were valid, and the valid retrieval rate was 97.3%. The questionnaire was conducted with random sampling to measure cyclists in Taichung Tong-fong Bikeway. The questionnaire was used for data collection, which included three dimensions: variables of cyclists’ demographic backgrounds, the scale of the visitor’s perceived value, leisure benefit, and behavioral intention of green tourism. Descriptive statistics, t-test, one-way ANOVA, correlation were computed for data analysis .The results came out as followings: (1) Most cyclists are male and the age is from 19 to 25 years old who live in the adjacent area. The college level of education gets the highest score, 20-50 thousand dollars income of month.(2) Sex, education, and occupation affect the v