中國觀光客來台之觀光衝擊對居民觀光支持態度影響—以日月潭國家風景區為例

Abstract

根據資料顯示，近年來中國觀光客對台灣的觀光產業影響甚鉅，而台灣政府也積極推動觀光產業發展。從世界經濟論壇(WEF)的觀光競爭力排名報告中，可知台灣未來應加強永續觀光發展，以增強台灣在國際上的觀光競爭力。然而，過去鮮少有研究以居民觀點，探討中國觀光客對台灣觀光的影響，且鮮少有研究探討台灣居民對永續觀光發展的態度。因此，本研究係針對中國觀光客來台灣觀光，探討居民觀光衝擊的認知對觀光支持態度的影響。

本研究受測地點為南投縣魚池鄉日月潭國家風景區，以社會交換理論(SET)為本研究的理論基礎，以線性結構模型(SEM)分析，選擇社區依附態度，經濟依賴態度以及永續觀光態度為前因變數來探討日月潭地區居民對來自中國觀光客的觀光衝擊認知與觀光發展支持態度的因果關係。

問卷調查發放350份，有效樣本數為307份，研究結果顯示，針對中國觀光客至日月潭國家風景區觀光，居民的社區依附態度對負面觀光衝擊認知有顯著負向影響，而經濟依賴態度對正面觀光衝擊認知有顯著正向影響，對負面觀光衝擊認知有顯著負向影響，永續觀光態度對正面觀光衝擊認知有顯著負向影響。除此之外，根據此研究，可知正面觀光衝擊認知會正向影響觀光支持態度，負面觀光衝擊認知會負向影響觀光支持態度。

透過實證分析結果，本研究建議，針對中國觀光客觀光，政府應加強居民以及觀光經營者之永續觀光態度，並制定以永續發展為前提之觀光政策，才能促進觀光之永續發展。除此之外，政府應重視日月潭居民對中國觀光客的經濟依賴程度，並制定相關政策。

According to information, Chinese tourists have played an important role in tourism industry of Taiwan recent years, and the Taiwanese government develops tourism actively. It is known by the World Economic Forum (WEF)’s report that Taiwan should be committed to sustainable tourism development for advance of Taiwan tourism industry. However, there are few studies that explore Chinese tourists’ influences on tourism with perspectives of residents and few studies that explore the tourism sustainable attitudes of residents in Taiwan. Therefore, the purpose of this paper is to understand the perceived tourism impacts of residents on the supportive attitudes toward tourism for Chinese tourists to visit Taiwan. The respondents are the residents living in the Sun Moon Lake National Scenic Area, situated in Nantou County’s Yuchih Township. Using social exchange theory (SET) as its theoretical basis, the data were analyzed using the structural equation modeling approach (SEM). And the paper selects relevant variables as the antecedents, including community attachment, economic dependence and sustainability attitudes, to examine their causal relationships with the perceived impacts of residents and the supportive attitudes toward tourism for Chinese tourists to visit the Sun Moon Lake area. A total of 350 questionnaires were issued and 307questionnaires were adopted as the effective samples. The results reveal that, concerned about Chinese tourists, community attachment has a negative effect on the perceived negative impacts. Economic dependence has a positive effect on the perceived positive impacts and has a negative effect on the perceived negative impacts. Sustainability attitudes have a negative effect on the perceived positive impacts. In addition, the perceived positive impacts have a positive effect on the supportive attitudes toward tourism and the perceived negative impacts have a negative effect on the supportive attitudes toward tourism.