| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 100 === With the changing and worsening of global environment, global warming, animal extinction, and energy exhausting, environmental conservation and continuing development have become public concerns. In recent years, environmental protection awareness has influenced travel industry. Negative influences might affect the environment during travelling, so the government strongly promotes Green Hotel, Green Transportation, and Green Diet. Travel companies are cooperating with Government’s measure to save energy, to promote Green Consumption and Green Tour. Green Tour has become a vital and new travel way in the future.
The study mainly discusses the different bases of Matsu residents for Green Tour cognition and their attidude towards developing Green Tour. Matsu County includes Nangan Township, Beigan Township, Juguang Township and Dongyin Township. Residents in the study include local residents and new residents working in Matsu. Convenience sampling was used for this research, and 400 valid questionnaires were returned. All the data was analyzed by Descreptive Statistical Analysis, Reliability Analysis, Validity Analysis, Item Analysis, Factor Analysis, Independent Sample T Test, and ANOVA Analysis.
Acoording to the result, the following points were shown:
First, the interviewed residents are mostly male, from 30 to 39 years old, married with children, educated from college and university, salary ranges from 40,000 to 60,000, most of them are commissions, policemen, public servants, and teachers.
Second, residents of different background have significant difference in cognition towards Green Tour.
Third, residents of different background have significant difference in behavior towards Green Tour.
Fourth, residents of different background have significant difference in attitude towards the development of Green Tour.
The result of this study suggests that the government’s tourism department should help the residents in Matsu raise their awarness of Green Tour and develop their attitude towards Green Tour. More strategies and leisure facilities can be planned in order to attract tourism, and to promote the development of local industries for sustainable management.
Key word：Matsu, Green Tour, Cognition, Behavior, and Attitude
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