瞭解海岸遊憩區遊客的氣候變遷知覺及其調適意圖——計畫行為理論的檢視

Understanding Tourists' Perceptions and Adaptation Intentions to a Coastal Destination Experiencing Climate Change: Examining the Theory of Planned Behavior

本研究藉由加入氣候變遷知覺擴展計畫行為理論，瞭解海岸遊憩區遊客的調適意圖結構模式，說明觀光環境變化影響遊客行為的特性。透過602份墾丁遊憩區台灣遊客的現地問卷進行資料分析，結果顯示計畫行為理論中的知覺行為控制是氣候變遷知覺與遊客調適意圖間的中介變數，但主觀規範與態度對遊客調適意圖並不顯著。本研究成果建議未來探討氣候變遷下遊客調適行為的研究，應考慮遊客對氣候變遷的看法及其調適能力的可能性，而有助於海岸遊憩區管理者設計更有效的旅遊管理方案強化遊客知覺行為控制，幫助其調適遊憩區的氣候變遷現象，本文末亦討論研究結果的理論與實務暗示。

This study develops a structural model to understand tourists' adaptation intentions to a coastal destination experiencing climate change by adding a construct of climate change perception into the theory of planned behavior. An on-site questionnaire was administered to 602 Taiwanese tourists at Kenting National Park. The results indicated that perceived behavioral control was an important determinant of tourists' adaptation intentions; however, attitudes toward adaptation behavior and subjective norm were not antecedents of adaptation intentions. The findings suggest that future efforts to understand tourists' adaptation behaviors in destination experiencing climate change should consider tourists' perceptions and ability to implement adaptations to climate change. Implications for theory and practice are provided.