本研究透過計畫行為理論了解潛水者參與潛水教育之意圖及其願付價格，且進一步探討地方依附之影響。研究者以墾丁地區作為資料蒐集場域，於墾丁地區附近潛點及店家進行便利抽樣，另外透過潛水社團、社群及網站連結以滾雪球抽樣方式進行網路問卷，共獲得有效問卷297份，問卷回收率為84.8%。研究樣本資料以SPSS 25.0統計軟體，進行敘述性統計及迴歸分析。結果：計畫行為理論驗證參與潛水教育之行為，發現潛水者態度、主觀規範及知覺行為控制對參與潛水教育之行為意圖具有顯著影響，又以態度的影響最為顯著，然而，行為意圖對願付價格不具有顯著影響。此外，地方依附會顯著影響潛水者之願付價格。最後，本研究結果提供相關管理及學術單位在後續經營研究上之建議與參考。

This study was to investigate scuba divers’ intentions to participate and willingness to pay for dive education, and further examine the impact of place attachment. The research was conducted in Kenting area and partial surveys were collected through divers’ internet community. Total 297 surveys were returned and the rate was 84.8 %. The data was analyzed by SPSS 25.0 and results were explained as follows. Attitude, subjective norm, and perceived behavioral control all had significant effect on behavioral intention. Contrary to research hypothesis, behavioral intention did not influence divers’ willingness to pay. In addition, place attachment had significant impact on behavioral intention and willingness to pay. This research provides scuba diving industries the idea of designing diving education, which contributes to find the solutions of environmental conservation.