旅遊社群網站資訊傳遞效果、人際關係、休閒涉入對森林旅遊知覺復癒影響關係之實證研究：以臺東縣鸞山森林文化博物館為例

Exploring the Relationships among Information-Convey Effect, Travel Involvement, Interpersonal Relationship and Perceived Restoration of Forest Tourism: A Case Study on Sazasa Forest Heritage Museum in Taitung

近年來，國人藉由森林旅遊從事戶外休閒活動的風潮日益盛行，透過森林環境與遊憩活動的結合所產生的休閒體驗，可以使參與者感受到健康、舒暢、樂活的愉悅，甚至達到身、心、靈充分釋放的知覺復癒。本研究以鸞山森林文化博物館為研究場域，深入探討網路時代遊客在參與森林旅遊活動時，旅遊社群網站的資訊傳遞效果、人際關係、休閒涉入及知覺復癒的因果影響關係，研究者以到訪鸞山森林博物館遊客為研究對象，使用問卷調查法進行實證資料蒐集。實證分析結果顯示，旅遊社群網站的資訊傳遞效果對人際關係與休閒涉入有正向顯著的影響關係；人際關係對休閒涉入與知覺復癒存在正向顯著影響；此外，休閒涉入對知覺復癒亦存在著正向顯著的影響效果。期冀本研究之研究結果，可在學術理論上，釐清遊客對於森林旅遊活動時，關於旅遊社群網站的資訊傳遞效果、人際關係、休閒涉入及知覺復癒之影響關係；在實務推動上，能將實證結果與森林旅遊、休閒實務結合，對於國內休閒旅遊與觀光業者在森林旅遊行銷策略的推展上有所助益。

In recent years, forest tourism is becoming a popular trend for modern people's outdoor recreation and leisure activities. Through the leisure experiences from the assimilation of forests' superior eco-environment with recreation activities, forest tourists can enjoy the pleasure of healthy, comfortable and LOHAS or even achieve the refreshment of body, mind and soul for their perceived restoration. This study explored the causal relationships among information-convey, leisure involvement, interpersonal relationship and perceived restoration of tourists visiting Sazasa forest heritage museum in Taitung county. A large-scale questionnaire survey was conducted for empirical data collection of this study. The structural equation modeling (SEM) technique with Smart PLS software was applied to analyze the collected empirical data. The statistical analysis results showed that: (1) information-convey effect is positively associated with visitors' interpersonal relationship and leisure involvement; (2) interpersonal relationship is positively associated with leisure involvement and perceived restoration; (3) visitor leisure involvement is also confirmed as a critical predictor for visitors' perceived restoration. Drawing on the research results and implications of this study, some instrumental suggestions were proposed for indigenous tribes, community groups, government institutions and future research.