大鵬灣國家風景區遊客觀光行為意圖模式之建構－－計畫行為理論之驗證

A Study on Tourists Traveling Behavior Intention Model in Dapeng Bay National Scenic Area-The Verification of Theory of Planned Behavior

本研究目的Ajzen（1985）之計畫行為理論為基礎，驗證大鵬灣國家風景區遊客之旅遊行為意圖模式，並以交叉效度驗證研究模式之測量恆等性，共發出400份問卷，有效問卷310份，有效回收率為78%。資料處理以SPSS for Windows 16.0進行資料處理，進行描述性統計，而以Amos19.0進行結構方程模式之資料分析，探討各因素間的因果關係。所得結果如下：1.研究結果：研究假設期望共變異數矩陣無顯著差異2.遊客之態度與知覺行為控制對行為意圖有顯著之影響力，主觀規範對行為意圖不具顯著影響力；行為意圖能顯著影響實際行為之發生。3.經交叉效度考驗，模式具實質上的等同性，驗證本研究模式具有測量恆等性。根據研究分析結果提出建議，以提供相關單位未來之參考。

This study aimed to validate the model of tourists traveling behavior intention in Dapeng Bay National Scenic Area. based on Ajzen's(1985) theory of planned behavior. The subject of the study was the participants of Dapeng Bay National Scenic Area. Valid responses from the survey was 310 with a 78% of respond rate. Samples were analyzed with SPSS for Windows 12.0, and the cause and effect relationships within the model were examined through a Structural Equation Modeling (SEM) by AMOS16. The researcher used tourists traveling behavior intention in Dapeng Bay survey as main study tool. This study found:1. verifying that there has been no variance between the covariance matrix and sample covariance matrix in the model.2.that the attitude and the behavioral control of the respondents positively affected their behavior intentions. The behavior intentions positively affected their behavior , the effect of behavioral subject norm on behavioral tendency was not significant. 3.We further cross validating the two groups of samples through SEM. Several suggestions based on research finding were then proposed to serve as a reference for related organizations.