| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 106 === People are increasingly interested in tourism, which has prospered in recent years. Consequently, local governments strive to develop regional tourism to attract tourists and expand their economy. The Tamsui area is rich in historic sites and ecology. This study explores whether Tamsui residents are supportive of the idea of tourism coming to their own communities. This research further explores residents’ community promise, subjective sense of happiness, and the attitude of the residents.
The samples for this study came from residents and businesses in the Tamsui area. Questionnaires were distributed to the subjects face to face. Four hundred questionnaires were given out, and 378 of them, or 94.5%, were returned as valid. The results of the questionnaires were as follows. Residents’ community promise had a significant, positive influence on subjective sense of happiness. Residents’ community promise had a significant, positive influence on cognitive sense of happiness. Residents’ community promise had a significant, positive influence on emotional sense of happiness. Residents’ community promise had no significant, positive influence on attitude. Residents’ cognitive sense of happiness had a significant, positive influence on the support of tourism. Residents’ emotional sense of happiness had a significant, positive influence on the support of tourism. Residents’ attitude had a significant, positive influence on the support of tourism. Residents’ community promise had no significant, positive influence on the support of tourism. Finally, it is suggested that, if local governments wish to develop tourism, they should hold open dialogues with their residents in order to raise their support of tourism.
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