個人社會責任感與告示牌抑制民眾違規行為意向之效果

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Title:	個人社會責任感與告示牌抑制民眾違規行為意向之效果 The Effectiveness of Individual Social Responsibility and Informational Signs in Deterring the Intention of Rule-violation Behavior
Authors:	徐嫚君
Contributors:	觀光事業學系
Keywords:	告示牌資訊過度負荷個人社會責任永續觀光警告牌 Informational Signs Information Overload Social Responsibility Personality Sustainable Tourism Warning Notice
Date:	2021
Issue Date:	2023-02-15 10:31:35 (UTC+8)
Abstract:	民眾違反公園及遊憩區之規範，不僅劣化環境、影響其他人的旅遊體驗，也是管理單位形象上的一大損傷。違規行為之發生可歸因為內部個體因素與外在環境因素兩類，據此，本研究探討個人社會責任感這項個人內在因子，以及告示牌這項遊憩區常見的外在環境因素，是否能有效抑制遊客的違規行為。研究使用個人社會責任感量表，以臺北植物園為情境設計之地點，共設計九種不同的情境問卷，詢問受訪者在面對九種不同內容告示牌之情境下，其違規至臺北植物園遛狗的意向。研究結果發現，較高的個人社會責任感確實能有效抑制受訪者的違規行為意向，顯示利用學校教育、媒體宣傳，以及提醒遊憩區內之遊客注意個人的社會責任，有助於使民眾發自內心不願意從事違規行為。研究另發現，相較於文字告示牌，圖案告示牌更能有效的抑制違規意向；此外，相較於在一面告示牌上同時傳遞多項規範，若僅傳遞一項訊息，能避免資訊過度負荷問題，獲得較顯著的效果，據此，研究建議公園及遊憩管理單位應避免在一面告示牌上同時放置多項訊息內容，宜選擇違規熱點，設置單一訊息的圖案類型告示牌，以達到告示牌的設立目的。 People's rule-violation behavior is a troublesome problem to many recreation are-as. It not only degrade nature environment and facilities, but also reduce the travel ex-perience of other people. The occurrence of illegal behavior can be attributed to inter-nal individual factors and external environmental factors. Therefore, this study ex-plores whether individual social responsibility (internal individual factor) and informa-tional signs (external environmental factor) can significantly influence the intention of rule-violation behavior of tourists. This study had used the individual social responsibility scale and had designed 9 different experiment scenarios. Each scenario has an informational sign with different worded and/or graphic messages. The Taipei Botany Garden was used as a scenario simulation object to analysis respondents' intention of rule-violation behavior under 9 different scenarios. The results indicated that individual social responsibility could significantly re-duce respondents’ intention of rule-violation behavior. Besides, comparing to worded message, graphic message has better effect to reduce respondents’ intention of viola-tion. Furthermore, comparing to placing multiple message on an information signs, only placing one message on an information sign has better effect to reduce respond-ents’ intention of violation. The problem of information overload on information signs were proved. This study suggests the importance of enhancing people’s individual so-cial responsibility by education. In addition, to place only one graphic messages on an information sign could better achieve the purpose of setting up information signs.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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