- 期刊
銀髮族輕旅行者旅遊動機、吸引力與推薦意願相關之研究－以埔心鄉為例
A Study on the Relationship between Travel Motivation, Attractiveness, and Recommendation Intentions among Elderly Light Travelers: A Case Study of Puxin Township
摘要
本研究旨在探討銀髮族輕旅行者旅遊動機、吸引力與推薦意願之關係，並以彰化縣埔心鄉為例。採滾雪球抽樣方法以問卷調查法進行資料的蒐集，研究對象為銀髮族輕旅行參與者為研究對象。預試問卷發放為50份。正式問卷共計發放350份問卷，有效問卷共計328份，有效回收率為93.71％。結果發現：銀髮族輕旅行參與者不同年齡、學歷和職業在旅遊動機上達顯著；不同性別、年齡、學歷和婚姻在吸引力上達顯著；不同的學歷和婚姻在推薦意願上達顯著；銀髮族輕旅行參與者旅遊動機、吸引力與推薦意願間正相關；銀髮族輕旅行者旅遊動機、吸引力可以預測推薦意願，以吸引力的人為觀光資源為重要因素。結論：高中職以下（含）及大專院校較碩士以上的銀髮族較傾向於旅遊動機、吸引力及推薦意願；旅遊動機及吸引力越高則推薦意願也會越高；吸引力的「人為觀光資源」及「自然觀光資源」和旅遊動機的「參觀學習」及「休閒調劑」可以有效預測推薦意願。
並列摘要
This study investigates the correlation between travel motivations, destination attractiveness, and recommendation intentions among elderly light travelers, using Puxin Township as a case study. Through questionnaire surveys, data were collected from elderly individuals engaged in light travel. A pilot survey of 50 respondents was conducted, followed by the distribution of 350 formal questionnaires. Analysis of328 valid responses yielded a response rate of 93.71%. Findings reveal significant variations in travel motivations based on age, education, and occupation among elderly light travelers. Gender, age, education, and marital status were found to influence destination attractiveness, while education and marital status significantly impacted recommendation intentions. Positive correlations were observed among travel motivations, destination attractiveness, and recommendation intentions. Regression analyses demonstrate that both travel motivations and destination attractiveness can predict recommendation intentions, with human-made tourist attractions playing a crucial role. In conclusion, individuals with lower education levels and those with college degrees exhibit stronger inclinations towards travel motivations, destination attractiveness, and recommendation intentions. Higher levels of travel motivations and destination attractiveness correspond to increased recommendation intentions. Notably, human-made and natural tourist attractions, as well as motivations such as learning and leisure, are key predictors of recommendation intentions.