| Summary: | 碩士 === 靜宜大學 === 觀光事業學系 === 106 === According to sustainable tourism development, people are encouraged to get involved in ecotourism. It is emphasized on the natural environment-based tourism, through local residents' interpretation and environmental education, the impact of human beings is minimized, and the environmental awareness of tourists is evoked and the local community can be rewarded. The purpose of this study is to explore the relevance of tourists to biodiversity conservation and ecotourism awareness, experience satisfaction and willingness to pay, Nanfeng Community of Nantou County as a case study. Questionnaires were used as a tool to study, and convenience sampling was conducted by non-random sampling method. A total of 220 questionnaires were distributed, 23 invalid questionnaires were excluded, and 197 valid questionnaires were abtained. The contents of the questionnaire include personal socio-economic background, biodiversity conservation, eco-tourism cognition, eco-tourism satisfaction survey, and willingness to pay. SPSS 22.0 was used for data analysis, including description, reliability, t-test, single-factor variance, and correlation analysis. It is shown that there are significant differences in biodiversity conservation, ecotourism awareness and satisfaction among different socioeconomic background variables. There was a moderately significant correlation between biodiversity conservation and ecotourism perception. Satisfaction was significantly correlated with biodiversity conservation and ecotourism perception; satisfaction and willingness to pay were positively correlated. The study results can provide information for the ecotourism management sectors.
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