完整旅遊體驗階段之重要旅遊風險認知

Critical Perceived Tourist Risk Factors of Tourists and Tour Leaders in All Travel Experience Phases

王國欽(Kuo-Ching Wang) ； 蕭至惠(Chih-Hui Hsiao) ； 陳瑞倫(Ruey-Luen Chen) ； 徐美婷(Mei-Ting Hsu)

《大專體育學刊》 15卷2期 (2013/06) Pp. 135-147

https://doi.org/10.5297/ser.1502.002

摘要

本研究目的主要是探討旅客及領隊在七個不同的旅遊體驗階段中，各自最擔心的旅遊風險認知，並比較其異同。經分層配額抽樣，採用自由列舉法，共訪談61位旅客及62位領隊，回收123份有效問卷。再透過ANTHROPAC軟體來判斷各旅遊體驗階段之旅遊風險的排序。本研究結果分別得到旅客2,085筆及領隊1,861筆資料，經專家整合成為旅客284項與領隊250項旅遊風險事件。研究結果顯示旅客各階段之最重視的旅遊風險事件分別為：政變暴動、旅行社倒閉、班機延誤、惡劣天氣、個人健康狀況。領隊則分別為：政變暴動、無法出團、旅行社倒閉、班機延誤、個人健康狀況、傳染性疾病。本研究根據結果獲致兩個結論：一、不論是旅客或領隊在不同的旅遊體驗階段，皆有不同的重要旅遊風險認知；二、旅客與領隊之特殊旅遊風險認知差異僅存在於目的地體驗階段。最後針對各旅遊階段之重要旅遊風險控管，提出具體實務改進方案及後續研究之相關建議。

關鍵字

自由列舉 ； 旅客 ； 旅遊糾紛 ； 風險降低 ； 領隊

並列摘要

The purpose of this study was to explore the perceived tourist risk factors that tourists and tour leaders worry about the most in seven travel experience phases, and also to identify the differences between tourists’ and tour leaders’ perceived risks. A stratified quota sample of tourists and tour leaders were surveyed for this study. Freelisting method was used and ANTHROPAC software was applied to calculate the salience index judging the ranking of tourist risks in different phases of travel experience. Total one hundred and twenty-three questionnaires were collected from 61 tourists and 62 tour leaders respectively. Based on the risk events, results were categorized from 2,085 into 284 tourist risk events of tourists, and from 1,861 into 250 events of tour leaders. These results indicate that the most worried risk events for tourist in all travel experience phases are, including political instability and riot, travel agency bankruptcy, flight delay, foulness of the weather and personal health. For the tour leaders, political instability and riot, tour group cancellation, travel agency bankruptcy, flight delay, personal health and epidemic disease are the major risk factors. Our results demonstrated that there were different perceived tourist risks in different travel experience phases for tourists and tour leaders. In addition, most of the perceived tourist risks of tourists were same as those of tour leaders, except in the phase of tour in destinations. This study concludes that practical improvement suggestions are necessary for better tourist risk managements in specific travel experience phases, and recommendations for further research are also proposed.

並列關鍵字

free-listing ； tourist ； travel dispute ； risk reduction ； tour leader

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