旅遊消費者環境知識、新環境典範態度及環境行為之研究－－以四重溪溫泉地區為例

A Correlation Study among Environmental Knowledge, Attitude of New Environmental Paradigm and Environmental Behavior of Travel Consumers-A Study of Sz-Chung-Shi Hot Spring Area

溫泉產業之永續發展與自然環境有密不可分的關係，溫泉旅遊消費者在從事泡湯活動時，必須仰賴大自然提供資源與環境場域來進行，因此，關心「人」、「溫泉」與「自然環境」之間的連結，將成為溫泉領域的重要課題。溫泉產業的多元發展與行銷帶動，產生過量的溫泉旅遊消費者，其對於環境的知識及態度，常有許多錯誤的資訊，造成溫泉旅遊消費者環境行為的偏差，或是其環境知識、環境行為出現認知上的落差。因此本研究以溫泉旅遊消費者為實證對象，探討環境知識、環境典範及環境行為間之交互關係與影響力，研究範圍以屏東縣四重溪溫泉地區為實證地點。由本研究結果得知，溫泉旅遊消費者環境知識明顯不足，環境行為中對於接受環境知識的資訊是高度認同，且環境教育的效益是明顯的，因此應透過環境教育引導旅遊消費者對環境正確的價值觀，逐步形成環境典範移轉。

The sustainable development of hot spring industry is closely related with natural environment. Hot spring tourism customers depend on resources and environment of the Nature for a bath in hot spring. Therefore, the relationship between human and environment will be an important concern for the field of hot spring. Diversified development and marketing of hot spring industry has given rise to an excess of hot spring tourism customers, whose knowledge and attitude towards the environment is often accompanied with much wrong information, which results in deviation of customers in environmental behavior or cognition gap in their environmental knowledge and behavior. Therefore, the research takes hot spring tourism customers as empirical object, studies the relationship and influence between environmental knowledge, environmental paradigm and environmental behavior, with Sz-Chung-Shi Hot-spring Area as the studied location. The research findings reveal that hot spring tourism customers are obviously lacking environmental knowledge. Among environmental behavior, they highly agree with the information of environmental knowledge, while the effect of environmental education is distinct. Therefore, environmental education should be used to guide the tourism customers to develop correct values on the environment and convert into truly new environmental paradigm.