不同地區華人自助旅行遊客之跨文化敏感度差異研究：以馬來西亞、中國與臺灣比較為例

A Comparison Study on the Intercultural Sensitivity: Ethnic- Chinese Travelers from Malaysia, China and Taiwan

陳慧如(Huei-Ju Chen) ； 王茹郁(Ru-Yu Wang)

《觀光休閒學報》 24卷2期 (2018/08) Pp. 143-176

https://doi.org/10.6267/JTLS.201808_24(2).0002

摘要

亞洲為全球旅遊重要的遊客輸出區，華人地區的遊客偏好自助旅行，且已成為旅遊市場的大宗。本研究主旨為探討不同地區或國籍的華人自助旅行遊客，不同旅遊經驗下，是否有不同的跨文化敏感度？實證對象為馬來西亞、中國及臺灣華人自助旅行者，採滾雪球抽樣法進行問卷調查，共回收353份有效問卷。跨文化敏感度衡量構面包含文化差異認同感、互動自信、互動態度和參與專注度。研究結果發現，文化敏感度與旅遊經驗、語言能力具有高度相關；跨文化敏感度較高者多為旅遊次數較多、出國頻率較高、旅遊天數較長、語文能力較強且已婚自助遊客。

關鍵字

自助旅行遊客 ； 旅遊經驗 ； 跨文化敏感度

並列摘要

There has been a significant increase of international travelers due to the growth of the global tourism industry. As a result, Asia has become a major inbound and outbound travel market. It has been found that more and more ethnic Chinese travelers are free independent traveler (FIT) and their travel expenditure has made a significant contribution to tourism industry profit. As a result, the ethnic Chinese travelers from several Asian countries are receiving more attention from the travel industry. Therefore, this study focuses on ethnic Chinese travelers who travel as FITs. This research compares the levels of intercultural sensitivity (IS) among ethnic Chinese travelers who come from Malaysia, China, and Taiwan. Data collection in this study involves snowball sampling of ethnic Chinese travelers from these countries. A total of 353 valid samples were collected. The results show that there are four dimensions of IS: respect for cultural differences, interaction confidence, interaction attitude, and interaction engagement and attentiveness. Furthermore, IS is significantly correlated with travel experience and language ability. Participants who have higher levels of IS are those who travel frequently; have more experience traveling abroad; have experienced longer travel duration; have better language skills; and those who are married.

並列關鍵字

free independent travelers ； travel experience ； intercultural sensitivity

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