| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 93 === Located at the midpoint of top ten birdwatching route and Central Mountain Range tour route in Taiwan, Lishan is well known for the temperate zones’ fruits and vegetables in place of rich variety of natural resources which have been eliminated by cultivating for more than 30 years. Surrounded by farms, the forest behind Lishan Guest House becomes birds’ refuge and the birdwatching hotspot in the Central Cross-Island Highway.
The purposes of this study were to build the evaluating variables of avifauna attraction at Lishan and divide the birdwatchers into specialization subgroups according to the framework of recreation specialization, in order to explore the difference and the correlations among birdwatchers’ specialization, motivation and avifauna attraction. The sampling dates were from December 2004 to March 2005. Data collected from 231 effective birdwatchers who had watched birds in the area of Lishan Guest House with purpose sampling and the findings were presented as followings:
1. By reviewing the literatures regarding tourism attraction and birds, three dimensions of avifauna attraction at Lishan are concluded as environmental attributes, habitat and birds.
2. Each of the 14 specialization measures were standardized into Z-scores and additively combined to create a specialization index score that quartered the birdwatchers as casual, novice, intermediate and advanced four subgroup of specialization.
3. Motivation for birdwatching can be combined into 4 categories: affiliative, achievement, appreciative and learning/conservation. As level of birdwatching specialization increase, birdwatching motivations about the activity change. Focus shifts appreciative to achievement, affiliative and learning/conservation.
4. Negative correlations between the specialization variable and the avifauna attraction were found for presence of environmental attributes and habitat. In other words, the higher level of specialization the birdwatchers were, the less attraction of environmental attributes and habitat for them.
5. All correlations between motivations and avifauna attraction were positive and significant. The coefficients for appreciative motivation was highest with the environmental attributes’ attraction and for affiliative, achievement and learning/conservation were highest with the birds’ attraction.
The paper concludes with marketing and managing implications of the study results and suggestions for future research.
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