ABSTRACT

This study integrated a theory of consumption values and place attachment theory to hypothesize the relationships among visitors’ consumption values such as hedonic and utilitarian values and their impact on place attachment, attitude, pro-environmental behavior, and support for tourism. The results demonstrate that hedonic and utilitarian values play an important role in predicting place attachment and attitude. Place attachment is found to be significant in measuring attendees’ attitude toward pro-environmental behavior and support for tourism. This study supports the theory of consumption values such that festival managers should consider hedonic and utilitarian values of the attendees’ attitude.

摘要

本研究结合消费价值理论和地方依恋理论，假设游客的享乐价值和功利价值等消费价值之间的关系及其对地方依恋、态度、亲环境行为和旅游支持的影响。结果表明享乐主义和功利主义价值观在预测地方依恋和态度方面起着重要作用。发现地方依恋在衡量参与者对环保行为和对旅游业的支持的态度方面具有重要意义。本研究支持消费价值理论，即节日管理者应该考虑参与者态度的享乐和功利价值。