觀光產業發展影響居民態度之分析──條件行為之應用

The Analysis of Residents' Attitudes toward Impacts of Tourism Development-Applied with Contingent Behavior Model

觀光產業的發展對地方的影響包括經濟、環境、社會、文化與心理等層面，除了正面的效果之外，也會產生負面的影響，所以居民會出現不同的態度與反應。瞭解居民對於觀光產業衝擊的知覺態度，可以提供重要資訊，有助於觀光產業行銷與決策，而產生更大的經濟效益。田尾公路花園為2007年台灣十大經典農村之一，是中部最有人氣的公路花園。本研究旨在分析田尾公路花園居民對觀光產業發展的支持意願，同時以條件行為模型，探討居民在條件改變下行為的反應，分析影響的條件改變時，居民支持態度所產生的變化，以提供更有效的資訊給管理單位做正確的決策。

The effects of tourism industry that brings to the local include aspects of economics, environment, society, culture and psychology. It results in both positive and negative effects. Therefore, residents have different reactions and attitudes toward tourism development. Understanding how residents feel about the impact of tourism industry can offer important information, which conduces to marketing and policy decision of tourism industry, and produce larger economic profits. Tien-wei Highway Garden is one of the top ten classic rural villages in Taiwan and the most popular highway garden in the central district in 2007. This study aims to analyze the supporting attitudes of the local residents resulted from the tourism development. In the meanwhile, the contingent behavior (CB) model is adopted to evaluate the behavioral reactions when conditions change. The empirical results of this study demonstrate residents' alter supporting attitudes to offer effective decision information for management agency to make decisions correctly.