[[alternative]]THE RELATIONSHIP BETWEEN ECOTOURISM COGNITION OF TOURISTS AND THEIR BEHAVIORS: A CASE STUDY OF BLACK-FACE SPOONBILL CONSERVATION IN NORTHERN SHORE OF ZENGWEN ESTUARY, TAINAN

[[abstract]] 本研究主要在探討不同社經背景的遊客對生態旅遊認知的差異，並探討生態旅遊認知與生態旅遊行為的關係。以「台南縣曾文溪口北岸黑面琵鷺動物保護區」為研究範圍並進行遊客問卷調查，共取得有效問卷548份。生態旅遊認知問項共萃取出四個因素構面，並根據所包含認知問項特徵性分別命名為「生態保育倫理」、「居民決策意識」、「旅遊型態主張」及「旅遊消費取向」等。本研究結果發現不同社經背景遊客在生態旅遊認知、旅遊行為上具有差異性。而遊客的生態旅遊認知、旅遊行為都傾向正面評價，顯示遊客多具備良好的生態旅遊認知及環境行為。[[abstract]] The central aim of this study is the examination of the social background of the tourists in order to understand their cognition on ecotourism. Another goal is to further discuss the relationship between tourists’ cognition on ecotourism and their behaviors while participating in ecotourism. This study is based on the sampling done on visitors of Black-face Spoonbill Reserve in Northern Shore of Zengwen Estuary. Within this area, a literature with 548 valid samples is undertaken to obtain statistics. Four factors were abstracted from the questions under Ecotourism section. Questionnaires are named and categorized according to their individual characteristics：“Ethics of environmental care”,“Habitants' decision consciousness”, “Tourists’ view about traveling pattern”and“Spending pattern during travel” etcetera. This research reveals that tourists’ different social and economic backgrounds do influence their tourism behaviors. In addition, the tendency towards tourists’ knowledge on ecotourism and traveling behaviors is generally positive. This shows that most of the tourists are equipped with desirable cognition on ecotourism and behave appropriately