A Study on Antecedents of Visitors’ Behavioral Intention to Taichung Metropolitan Park

• Main Authors: Hui-Chun Chiang, 江蕙君
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/65636842176585135435

碩士 === 逢甲大學 === 土地管理所 === 96 === According to the statistics made by Tourism Bureau of Ministry of Transportation and Communications, citizens have got much time to engage in recreational activities after the proceeding policy of five working days per week. However, the increase of leisure time is incommensurate with the spaces provided for recreational activities. To balance the demand and supply, a local government should consider that how to utilize the limited spaces in an urban city and view it as the front burner. Though there is no lack of natural resorts in Taiwan, such as National Parks and forest resorts, the inconvenience of traffic and limited space have restricted the accessibility, being unable to satisfy most people’s demands, particularly on holidays. Therefore, an urban park turns to be the most convenient channel for citizens to get in touch with the nature. A local government should pay more attention on the green planning and management. Nevertheless, the present situations reveal that the untidy environment and old facilities in an urban park are difficult to offer desirable experiences for citizens. Consequently, it has become the important subject of current urban develop to hew out the low use lands of the edge of metropolis as metropolitan park. This study uses the Taichung Metropolitan Park as the research object. Users of the metropolitan park are invited to fill in questionnaires and evaluate various aspects of environmental quality including “physical environment”, “ambient environment”, “hygiene and safety”. In doing so, we attempt to look into the relationships between environment types, users’ emotional responses, and their behavioral intentions. Besides, we examine the moderating effect of users’ recreational motivations on the environmental quality. Convenience sampling was conducted in the metropolitan park, and 390 valid samples were collected. This research applies Analysis of variance, analysis of covariance, and regression through SPSS to find out the relationship among variables. The outcome shows that the heterogeneity of respondents would significantly influence the environmental quality, agreeing with the argument of Stephen. P. Robbins (1983) and Liu-Chun (2001) who contend that perceivers’ attitude, past experiences, and expectation will lead to different perception. In the analysis of covariance, the moderating effect of recreational motivations simply exists during the influence of respondent’s education level on the environmental quality simply. Moreover, the environmental quality is significantly associated with the users’ emotional experience and in turn contributing to behavioral intention, which confirms the argument of Mehrabian and Russell (1974) and gives prominence to the importance of emotion. In addition to the significant mediating effect of emotion, the environmental quality would also directly impinge upon the behavioral intention.