個體幽默風格及幽默意涵告示牌抑制遊客 違規餵食野生動物行為意向之效果

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題名:	個體幽默風格及幽默意涵告示牌抑制遊客違規餵食野生動物行為意向之效果 The Effects of Humor Styles and Humorous Informational Signs in Deterring the Behavior the Intention of illegally Feeding Wildlife
作者:	蔡旺榮
貢獻者:	觀光事業學系
關鍵詞:	警告牌解說牌不當行為 Warning notice Interpretative sign inappropriate behavior visitor management
日期:	2023
上傳時間:	2024-03-07 13:23:03 (UTC+8)
摘要:	遊客違反國家公園及遊憩區之規範，不僅破壞環境、影響他人的旅遊體驗，也是管理單位一項惱人的負擔。違規行爲的發生可歸因為内部個體因素與外在環境因素兩類，據此，本研究探討個人幽默風格這項個人内在因子與告示牌這項外在環境因素，是否能有效抑制遊客的違規行爲。幽默能讓人們在融洽的氣氛中舒適談話，給沉悶生活帶來快樂。幽默且已出現在遊憩區的告示牌設計上，以詼諧有趣的文字及圖片，帶給遊客另類感受，然效果是否較佳，仍有待實證探究。幽默分成四向度幽默風格，包括親和型、自我提升型、攻擊型、自我貶抑型幽默，據此，本研究以Martin et al. (2003)的幽默風格量表量測受訪者的內在幽默風格，並以陽明山國家公園遊客違規餵食松鼠為例，設計了八種情境問卷，測量受訪者在面對不同類型告示牌的情境下，其違規行為意向高低。研究於陽明山國家公園共獲得924份有效問卷，複迴歸分析發現，攻擊型、自我貶抑型幽默人格特質較高者，有較高的違規行為意向；此外，親和型幽默類型告示牌，受訪者認同是有說服力、值得相信、令人贊同的，且最不會讓受訪者認為是惱人，讓人討厭的，有偏見、偏頗的，以及是無用、無效果的，建議遊憩管理單位可多設置親和型幽默類型告示牌。 Tourists who violate the regulations of national parks and recreational areas not only damage the environment and affect the travel experience of others but also create a troublesome burden for the management authorities. The occurrence of such violations can be attributed to two categories: internal individual factors and external environmental factors. Based on this, this study investigates whether personal humor style, an internal individual factor, and signage, an external environmental factor, can effectively deter tourists' violation behavior.Humor can make people comfortable in a harmonious atmosphere and bring happiness to boring lives. Humor has been incorporated into the design of signs in recreational areas, using witty and amusing language and images to give tourists a different experience. However, whether this approach is more effective remains to be explored and verified. Martin et al. (2003)proposed four dimensions of humor styles, including affiliative, self-enhancing, aggressive, and self-defeating humor. Therefore, this study used Martin et al. (2003) Humor Styles Scale to measure participants' internal humor styles and designed eight scenario questionnaires based on the violation of feeding squirrels in Yangmingshan National Park. The study measured participants' intentions to engage in violation behaviors when faced with different types of signs. A total of 924 valid questionnaires were obtained in Yangmingshan National Park. Multiple regression analysis revealed that those with higher aggressive and self-defeating humor personality traits were more likely to have a higher intention to violate the rules. Additionally, participants found that affiliative humor type signs were persuasive, trustworthy, agreeable, and least likely to be annoying, prejudiced, biased, useless, or ineffective. Therefore, it is recommended that recreational management units should consider setting up more affiliative humor type signs.
顯示於類別:	[觀光事業學系暨研究所 ] 博碩士論文

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