家庭參與生態旅遊之動機與阻礙－－不同家庭生命週期之探討

Ecotourism Motivations and Constraints: Exploring among Different Family Life Cycle Groups

具永續概念之生態旅遊已發展多年，但多數民眾仍以純觀光目的之自然景點旅遊為主，本研究目的與對象為探討旅遊最大族群之一般家庭，在不同家庭生命週期之生態旅遊動機與阻礙，調查地點在桃園縣虎頭山公園及桃園火車站，共回收988戶家庭有效問卷，參考相關研究區分為單身期、新婚期、養育幼兒期、養育學齡兒童期、家有青少年期與空巢期。研究結果顯示景點吸引力為全體家庭主要動機，有子女家庭較重視社交及智性成長。所有家庭較感阻礙是缺乏生態旅遊活動訊息，新婚期家庭有最高之家庭外在阻礙，養育幼兒期有最高之家庭內在阻礙。本研究並繪製家庭生命週期之動機、阻礙比較圖，以顯示隨週期轉移，動機與阻礙之變化，文末並據此提出適當管理規劃建議。

Although sustainable ecotourism has been developing for years, most people still travel purely for sightseeing, not ecotourism. This study focuses on family groups who were the main traveling group in Taiwan. This study examines whether different ecotourism motivations and constraints exist among varied family life cycle groups. A total of 988 effective questionnaires were collected. Respondents were separated into six stage groups: singles, newlywed, raising 0-6-age child, raising 7-12-age child, raising 13-18-age teenager, and empty-nest. For all family groups, the strongest motivation was destination attractiveness. The social interaction and knowledge seeking motivations were stronger in the three raising child stage groups. From the point of view of constraints, all family groups replied that the biggest constraint was the lack of ecotourism information. The newlywed stage group responded with a higher degree of external constraints, and the raising 0-6-age child stage group responded with a higher degree of internal constraints. Moreover, this study draw maps to compare ecotourism motivations and constraints of different family life cycle groups. The findings of this research could provide managerial and marketing strategies for the government and ecotourism operators.