Publication:

登山健行者對環境屬性、地方依附與行為意圖關係之研究-以高雄柴山自然公園為例

本研究旨在瞭解高雄柴山自然公園之登山健行者對環境屬性、地方依附與行為意圖之關係，並分析不同背景變項的登山健行者在各個變項中的差異情形以及環境屬性之重要度與滿意度。抽樣方式以立意抽樣方式進行，在柴山自然公園之登山健行步道入口處發放400份問卷，有效問卷368份，無效問卷32份，有效問卷率為92%。資料處理經由SPSS 14.0 for Windows套裝軟體進行分析，統計方法採用敘述性統計、項目分析、探索性因素分析、信度分析、獨立樣本t檢定、單因子多變量變異數分析、雪費法事後檢定、路徑分析、典型相關等統計方法。

研究結果發現，環境屬性滿意度對地方依附有顯著影響，其中「實質環境」及「活動設施」滿意度愈高，地方依附也愈高；地方依附對行為意圖有顯著影響，顯示地方依附愈高，參與者之行為意圖也愈高。因此，管理單位若要增加參與者之行為意圖，仍需提高其地方依附。

最後，本研究利用I.P.A (important performance analysis) 分析法的易讀及解說便利性來探討高雄柴山自然公園的觀光特性，也找出該登山健行地區的優劣勢，故本研究結果亦可作為日後政府行銷與管理的參考。

The purpose of this study was to investigate the structural relationship between setting attributes, place attachment and behavioral intention. It was to compare the variability of different background with setting attributes satisfaction, place attachment, behavioral intention and setting attributes important performance. The research data was obtained by questionnaires and the questionnaires were collected judgmental from the hikers on the trails in Chaishan Nature Park, Kaohsiung. A total of 368 valid questionnaires were collected. According to the research purposes and in order to test and verify the hypothesis, analyzed by statistical methods including descriptive statistics, independence t-test, reliability analysis, factor analysis, MANOVA, path analysis, canonical correlation and important-performance analysis.

The major findings of this study show that the setting attributes satisfaction have significantly positive effects on place attachment, especially for physical setting attributes and activity facilities setting attributes. Place attachment significantly positive effects the behavioral intention. The more place attachment, the stronger the behavioral intention. Therefore, for increases behavioral intention, it must increases the place attachment of hiker, firstly.

Finally, the study uses the I.P.A (important performance analysis) methods for easy reading, to explore the touring characteristics of Chaishan Nature Park as well as find the strength and weakness of this park. The result of this study provide the imformation for marketing and management of park in the future.