人生價值觀和玉山國家公園遊客行為

Relationships between Personal Values and Travel in Yushan National Park

研究目的試圖找出和到玉山國家公園旅遊有關的價值觀。從文獻得77種價值觀，透過專家訪談、焦點團體、團體問卷和第一階段問卷，找出44個可能相關的價值觀。最後調查411位受訪者對這些價值觀在日常生活中的重視程度，和到玉山國家公園旅遊行為。根據去過次數、平均停留時間和消費金額將受訪者分成「無經驗」（232人，56%）、「輕度」（64人，16%）、「中度」（63人，15%）和「重度」（52人，13%）經驗。比較這四群人的價值觀差異，發現有經驗比無經驗者重視「美麗世界」、「保護環境」和「與自然融合為一」。「輕、中度」比「無經驗」者較「膽敢愛冒風險」。「重度經驗者」較不重視「歡樂和生活享受」和「財富」。研究結果可以協助公園管理者有效和不同經驗的遊客溝通。

Using existing 77 value measures, the current study sought to determine which values were perceived as relevant to Yushan National Park consumption. Forty-four values were identified through expert opinions, focus groups, group questionnaires and a pilot study, and retained in the main study. Four hundred and eleven participants were asked to rate the importance of each value“as a guiding principle in my life”and to provide information about their experiences in Yushan National Park. Based on visitation frequency, the average staying time, and the average amount of money spent in the park, participants were divided into four groups: no experience (n=232, 56%), few experiences (n=64, 16%), some experiences (n=63, 15%), and many experiences (n=52, 13%). The results showed that the groups with experiences placed more importance on a world of beauty, protecting the environment, unity with nature than the group without any experiences. Compared to the group without experiences, the groups with few or some experiences placed more importance on the value daring. The group with many experiences tended not to emphasize the values fun and enjoyment in life, wealth as important in their daily life.