探討露營動機與露營旅行行為的關係──兼論露營持久涉入之中介效果

The Relationship between Motivation and Travel Behavior in Camping - The Mediation Effect of Endurance Involvement

露營為台灣近年來最受歡迎的戶外遊憩活動之一，人們在露營活動中除可體驗大自然，亦可增進親朋好友間的情誼。雖然露營者的露營動機不同，依然激發其參與露營活動，過往之研究尚未釐清其中的機制。因此，本研究提出一理論架構，以露營持久涉入之中介效果解釋露營動機與露營旅行行為之間的關係。本研究在武陵農場露營區抽樣218位露營者，施以問卷調查，並採用結構方程模式分析方法，探討這些變數間的關係。研究結果發現，露營動機確實會正向影響露營旅行行為，露營者之露營動機愈強烈，愈會從事露營旅行行為，本研究亦發現露營持久涉入具有中介關係。本研究結果能提供露營地經營者之重要參考，以強化露營之配套設施，吸引更多露營愛好者之青睞。

Camping has become one of the most popular outdoor recreational activities in Taiwan in recent years. In camping activities, people can not only experience the natural scenery, but also enhance the friendship between relatives and friends. Although campers have different camping motivations, they still arouse participation camping activities behavior. What is the mechanism of camping activities? Previous studies have not yet clarified this gap. Therefore, this research proposes a theoretical framework to explain the relationship between camping motivation and camping travel behavior with the mediating effect of camping's endurance involvement. In this study, 218 campers were sampled in the camping area of Wuling Farm, a questionnaire survey was conducted, and the structural equation model analysis method was used to explore the relationship between these variables. The results of the study found that camping motivation does positively affect camping travel behavior. When campers engage in camping behavior, if their camping motivation is stronger, they will be more likely to engage in camping travel behavior. In addition, this study also found that camping has an mediation for endurance involvement relationship. This study suggests that campsite operators should continue to develop and utilize surrounding resources and improve the supporting facilities of the campsite to attract camping enthusiasts to the campsite.