华欣然

賴嘉偉

國際旅遊與管理學院

國際旅遊管理博士學位課程(英文學制)

博士

2021

中國野生動物步行旅遊者的動機研究與驗證

A Study of Chinese Tourists’ Motives for Walking with Wildlife in Nature

野生動物旅遊 ; 步行旅遊 ; 旅遊動機 ; 量表開發 ; 旅行意向

Wildlife Tourism ; Walking Tourism ; Travel Motivation ; Scale Development ; Travel Intention.

公開日期：2/6/2025

以前的研究發現，中國遊客對多樣化的旅遊形式越來越感興趣，包括徒步（登山）旅遊和野生動物旅遊。有經驗的遊客更喜歡小眾旅遊而不是大眾旅遊。考慮到COVID-19之後的新趨勢，人們強調自己的健康和親近自然，並對與自然、野生、鍛煉、家庭和朋友等關鍵字相關的區域表現出發展中的興趣。在西方國家和地區，基於自然和可持續發展的旅遊，野生動物觀察旅遊相當流行。這種生態友好型旅遊的關鍵點是觀察和拍攝大自然中的野生動物。
同時，徒步旅遊已經發展了多年，受到休閒徒步者和專業徒步者的歡迎。當遊客進入國家保護區或景區時，"更好 "的方式是徒步探索和體驗自然。在行走的過程中，聽到泉水的聲音，聞到花香，感受到涼爽的溫度，新鮮的空氣，以及野生動物和植物，總是成為出遊的主要原因。
瞭解遊客的動機是研究一個新領域的主要方式。因此，集中研究野生動物步行遊客的動機，本研究制定了一個可測量的量表，並對其進行了驗證，然後說明了不同動機和旅行意向之間的關係。本研究回答了 "影響遊客參與野生動物徒步旅遊意向的動機是什麼？"；並旨在實現三個目標：（1）開發一個適用於野生動物徒步旅遊內容的測量量表，（2）確定能夠刺激遊客的野生動物徒步意向的動機，以及（3）為目的地行銷人員提供建議，以制定其行銷策略，促使野生動物徒步旅遊。
本研究通過6個步驟說明了開發和驗證一個可測量的野生動物步行遊客動機量表（WWTMS）的過程。在確定了11個結構域後，從訪談、實地研究和文獻回顧的來源中產生了73個專案的初始庫。為了測試量表的內容效度，專案由來自相關領域的10位專家審核。對經專家提純的44個項目進行了預測試，有28名遊客參加了中英文測試。在初級調查過程中，在10個研究地點收集了550份問卷，包括大灣區內地城市的10個地點和澳門（面對面）和香港（線上）。在因數分析過程中，對496份有效答卷進行了檢驗，以確定動機的基本維度，並檢驗測量的擬合度和建構的有效性。在因數分析的最後，提出了四個假設和研究模型。最後，本論文還在結構方程模型中揭示了野生動物步行旅遊動機（個人成長、探索性、自然享受和放鬆、家庭）與野生動物步行旅遊意向之間的關係。結果支持了前三個假設。因此，本研究在處理 "如何促進野生動物步行旅遊 "這一研究問題時完成了三個目標。這些目標是制定野生動物步行旅遊動機的測量量表；證明個人成長、探索、自然享受和放鬆等動機可以刺激野生動物步行的意向；為目的地行銷人員提供建議，制定行銷策略，促使當地野生動物步行。本論文對促進不同目的地野生動物步行發展的理論和實踐領域做出了貢獻。

Previous research has found that Chinese tourists are increasingly interested in diverse forms of tourism, including walking (hiking) tourism and wildlife tourism. Experienced tourists prefer niche tourism rather than mass tourism. Considering the new trends post COVID-19, people emphasize their healthy and closeness to nature and show a developing interest in the area related to the keywords of nature, wild, exercise, family, and friends. Wildlife watching tourism is quite popular in western countries and areas, based on nature-based and sustainable tourism. The critical points of this eco-friendly travel are observing and taking photos of wildlife in nature.
At the same time, walking tourism has been developed for years and welcomed by both leisure walkers and professional hikers. When tourists enter a national protected area or scene, the “better” way is to explore and experience nature on foot. While walking, the hearing of the spring water, the smell of the flower, the cooler temperature, the fresh air, and wild animals and plants are always the main reasons to take the trip.
Understanding tourists' motivations is a primary way to research a new field. Therefore, concentrated on the motivations of wildlife walking tourists, this study developed a measurable scale, validated it, and then illustrated the relationship between different motivations and travel intentions. This study answered the question of “What are the motivations that affect the intentions of tourists to participate in wildlife waking tourism?”; and aimed to achieve three objectives: (1) develop a measurement scale that applies to the content of wildlife walking tourism, (2) identify the motives that can stimulate visitors’ wildlife walking intension, as well as (3) provide recommendations to destination marketers to formulate their marketing strategies to prompt the wildlife walk.
This study illustrated the process of developing and validating a measurable scale of wildlife walking tourist motivations (WWTMS) in 6 steps. After identifying 11 construct domains, an initial pool of 73 items was generated from the source of interviews, field research, and literature review. In order to test the content validity of the scale, items were examined by ten experts from related areas. The pretest for 44 items purified by experts was conducted with 28 visitors in English and Chinese. In the primary survey process, 550 questionnaires were collected in 11 study sites, including 10 sites in the mainland cities and Macau (face-to-face) of the Greater Bay Area and Hong Kong (online). The 496 valid responses were tested in the factor analysis process to identify the underlying dimensions of motivations and test the goodness-of-fit of the measurement and the validity of the constructs. The four hypotheses and research models were developed at the end of the factor analysis. Finally, this dissertation also revealed the relationships between wildlife walking tourist motivations (personal growth, exploratory, nature enjoyment and relaxation, and family) and travel intentions toward wildlife walking in structural equation modelling. The results supported the first three hypotheses. Therefore, this study has completed the three objectives when dealing with the research question of ‘how to promote wildlife walking tourism’. The objectives are developing a measurement scale of wildlife walking tourist motivation; proving the motives of personal growth, exploratory, and nature enjoyment and relaxation can stimulate wildlife walking intention; providing recommendations to destination marketers to formulate the marketing strategies to prompt the local wildlife walking. This dissertation contributed to theoretical and practical areas of promoting wildlife walking development in different destinations.

2022

英文

258

Acknowledgement I
Abstract II
List of Figures VIII
List of Tables IX
Chapter One Introduction 1
1.1 Background of Tourism Development 1
1.1.1 Background of Developing Wildlife Walking Tourism 6
1.1.2 Theoretical Background 7
1.1.3 Practical Background 8
1.2 Problem Statement 9
1.3 Objectives and Research Question 10
1.4 Research Methods and Steps 11
1.5 Significance of the Study 12
1.5.1 Theoretical Significance 12
1.5.2 Practical Significance 13
1.6 Organization of the Study 14
Chapter Two Literature Review 15
2.1 Wildlife Tourism 15
2.1.1 Wildlife 15
2.1.2 The definition of wildlife tourism 16
2.1.3 Studies of Wildlife Tourism 17
2.1.4 Classification of Wildlife Tourism 21
2.1.5 Wildlife Walking Tourism 26
2.1.6 Wildlife Tourism Benefits Conservation 27
2.2 Walking Tourism 28
2.2.1 Walking 28
2.2.2 Definition of Walking Tourism 29
2.2.3 Studies of Walking Tourism 30
2.2.4 Segmenting Walking tourists 32
2.3 Developing Wildlife and Walking Tourism 32
2.3.1 Sustainable Development of Walking and Wildlife Tourism in China 32
2.3.2 Opportunities to Develop Wildlife Walking Tourism 37
2.3.3 Threats to Develop Wildlife Walking Tourism 39
2.4 Tourist Motivation 40
2.4.1 Motivation 40
2.4.2 Travel Motivation 41
2.4.3 Previous Studies of Tourist Motivation 42
2.4.4 Measurement of Tourist Motivations 45
2.4.5 Nature-based and Wildlife Tourist Motivations 48
2.4.6 Motivations Based on Theoretical Model of Outdoor Recreation 51
2.4.7 Walking Motivation 55
2.5 Travel Intention 59
2.5.1 Behavioral Intention 59
2.5.2 Travel Intention 60
2.5.3 Measurement of Travel Intention 61
2.5.4 Travel Motivation and Travel intention 63
Chapter Three Research Method 66
3.1 Research question and objectives 66
3.2 Modification and Development of the WWTMS Measurement 66
3.3 Identification of Construct Domains 67
3.4 Generation of a Pool of Items 68
3.5 Purification of Scale Items and Content Validity 70
3.6 Pretest 75
3.7 Main Survey Data Collection and Sampling 76
3.7.1 Questionnaire Design 76
3.7.2 Sample and Sample Size 77
3.8 Main Survey Analysis 79
3.8.1 Data Screening 80
3.8.2 Cross-Validation of Data 80
3.8.3 Exploratory Factor Analysis 81
3.8.3 Confirmatory Factor Analysis 83
3.8.4 Structural Equation Modeling 84
Chapter Four Qualitative Research and Analysis 86
4.1 Specification of the domains of construct 86
4.2 Item Generation 88
4.2.1 Items from Interviews 89
4.2.2 Items from Field Research 106
4.2.3 Items from Literature 113
4.2.4 Consolidation: Initial Scale Items 116
4.3 Purification of Scale Items 124
4.3.1 Amendments in the Dimension of Nature Enjoyment 127
4.3.2 Amendments in the Dimension of Relaxation 129
4.3.3 Amendments in the Dimension of Exploratory 131
4.3.4 Amendments in the Dimension of Self-fulfillment 134
4.3.5 Amendments in the Dimension of Prestige 135
4.3.6 Amendments in the Dimension of Family 136
4.3.7 Amendments in the Dimension of Socialization 137
4.3.8 Amendments in the Dimension of Knowledge and Conservation 137
4.3.9 Amendments in the Dimension of Seeking Connectedness 139
4.3.10 Amendments in the Dimension of Self-promotion 139
4.3.11 Amendments in the Dimension of Self-introspection 140
4.4 Pretest 141
Chapter Five Factor Analysis and Research Model 146
5.1 Data Collection and Descriptive Statistics 146
5.1.1 Data Screening 146
5.1.2 Demographic Profiles 150
5.2 EFA of the Measurement Model on WWTMS 151
5.2.1 Kaiser-Meyer-Olkin and Bartlett’s test of sphericity 152
5.2.2 Communalities 152
5.2.3 Determination of the Number of Factors 154
5.2.4 EFA of Travel Intention 160
5.3 CFA of the Measurement Model on WWTMS 161
5.3.1 CFA of Personal Growth 162
5.3.2 CFA of Nature Enjoyment and Relaxation 165
5.3.3 CFA of Exploratory 167
5.3.4 CFA of Family 168
5.3.5 CFA of WWTMS Scale 169
5.4 Research Model and Hypotheses 174
Chapter Six Quantitative Analysis 177
6.1 SEM Testing 177
6.2 Examining the Factor Loadings 178
6.3 Assessing Internal Consistency Reliability 180
6.3.1 Cronbach’s Alpha 181
6.3.2 Composite Reliability 182
6.4 Validity Analysis 184
6.5 Assessing Discriminant Validity 186
6.6 Validating Higher-order Construct 187
6.7 Assessing VIF 188
6.7 Assessing R2 190
6.8 Assessing Q2 190
6.9 Assessing Path Coefficients and Statistical Significance 191
6.9.1 Direct Effect 192
6.9.2 Total Effects and Conclusion 194
Chapter Seven Conclusions 197
7.1 Overview of the Research 197
7.2 Research Hypothesis Certification 199
7.3 Research Objectives 201
7.3.1 Research Objective 1: Develop a measurement scale that applies to the content of wildlife walking tourism 201
7.3.2 Research Objective 2: Identify the motives that can stimulate wildlife walking intensions 203
7.3.3 Research Objective 3: Provide recommendations to Destination marketers to formulate their marketing strategies to prompt the wildlife walking 204
7.4 Contributions 209
7.4.1 Theoretical Contributions 209
7.4.2 Practical Contributions 215
7.5 Limitations and Further Studies 216
References 218
Curriculum Vitae 253
Appendices 254
Appendix 1: Chinese Questionnaire 254
Appendix 2: English Questionnaire 256

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