在地人對陸客來台觀光發展之衝擊認知與支持態度－－觀光依賴度與接觸經驗之調節效果

Host Community Perception of Tourism Impacts and Supportive Attitudes towards the Arrival of Chinese Tourists: Moderating Effect of Tourism Dependence and Encounter Experience

研究主題為在地居民與觀光從業人員針對開放陸客來台旅遊後，對台灣所造成的觀光影響衝擊與其對於此政策的態度。資料來源為不同觀光依賴程度的地區的123位在地居民與70位從業人員，結果顯示在地居民與從業人員對於開放陸客來台後所造成的觀光影響衝擊的看法有顯著的差異。「觀光依賴程度」會對觀光從業人員與在地居民對於「正面的經濟效益」之看法產生調節效果；「與陸客的接觸經驗」會對於觀光從業人員與在地居民對於「負面的環境影響」之看法產生調節效果。在地居民對於開放陸客來台的觀光政策的支持態度會受到其與陸客的接觸經驗、其所居住地區的觀光依賴程度與其對於觀光經濟影響的看法所影響；觀光從業人員僅受到前面兩個因素所影響。

This study investigated the residents and industry personnel's attitudes towards ＂Lifting the Ban on Chinese Tourists to Taiwan＂ policy and their perceptions of the tourism impacts of the arrival of Chinese tourists. The data were collected from 123 local residents and 70 tourism industry personnel from different areas with different levels of tourism dependence. The results showed that local residents and tourism industry personnel exhibited significant differences in their perceptions of tourism impacts. Furthermore, tourism dependence moderates the perceptions of the tourism industry personnel and local residents towards positive economic impacts. The encounter experience with mainland Chinese tourists moderates the perceptions of the negative environmental impacts caused by the mainland Chinese tourists. The supportive attitude of local residents towards ＂Lifting the Ban on Chinese Tourists to Taiwan＂ is affected by their encounter experience with Chinese tourists. The tourism dependence level and perception of the economic impacts, however, the attitudes of tourism industry personnel towards this policy are affected by the first two variables.