| Summary: | 碩士 === 真理大學 === 休閒遊憩事業學系碩士班 === 102 === Tainan coastal area, characterized by the ecological resources of coastal wetlands, the early history of Han people colonized from China to Taiwan and the culture of traditional salt producing and fish farming, is very suitable for developing ecotourism. The ecotourism in this area has begun since early 1990s, originated and focused on Cigu, Sihcao and Biemen districts, either on land or waters in the forms of narration delivered by locate people mainly trained by environmental organizations. The quantity of tourists has been growing explosively since the National Park established in 2009, causing great impact to the natural environment. Therefore, the performances of the ecotourism operators on site are very import issues, since they have great influence on the ways of tourism and behaviors of tourists. This study investigated the status of ecotourism cognition, environmental attitude and environmental behavior intension of the ecotourism operators, and explored the relationship between these variables. 151 valid questionnaires were collected during October and November in 2013 in the Tainan coastal area. We used factor analysis to extract new facets of each variable and cluster analysis to cluster the samples by ecotourism cognition. The result is that both ecotourism cognition and environmental attitude have positive influence on the environmental behavior intension, and the extent of influence is different by the level of ecotourism cognition. Therefore, we suggest that reinforcing the ecotourism cognition and the environmental attitude of the operators on site is beneficial as to increasing their intension of pro-environmental behavior, which could help guide the tourists behaving in a responsible manner and reduce the impacts of environment caused by development of tourism.
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