A Preliminary Study on Bird-Watching Ecotourism Enduring Involvement Model

• Main Authors: Tuz-Lin Chen, 陳姿伶
• Other Authors: Cheng-Chung Li
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/79300891428173004424

碩士 === 大葉大學 === 管理學院碩士在職專班 === 97 === In recent years, with people’s increasing interest in leisure activities and environmental protection, ecotourism has gradually become the leading trend. For this reason, this study chose bird watching ecotourism as research topic. The main purpose of this study is to investigate the enduring involvement model of bird watching ecotourism and understand the relationship among the bird watchers’ recreation motivation, recreation experiences, recreation benefits, and enduring involvement. The study targeted the members of the Chinese Wild Bird Federation as research subjects, and used both paper-based and Internet questionnaires for survey. A total of 314 valid questionnaires were returned. SPSS 15.0 was used to perform structural description of samples and evaluate each variable of population variance. Moreover, the confirmatory analysis of each aspect of questionnaires was conducted by AMOS 7.0. Finally, each path analysis of the structural model was conducted by AMOS 7.0. The results showed good fitness of model. The results are as follows: 1) bird watchers’ recreation motivation has significant influence on recreation experiences; 2) bird watchers’ recreation experiences have significant correlation with recreation benefits; 3) bird watchers’ recreation benefits has significant influence on enduring involvement. Finally, this study made discussion and stated research implications. Suggestions to the government, planners of ecotourism, and future researches were also proposed.