- 學位論文
一個人的旅行－單身熟女的個人價值觀、旅行經驗、旅遊動機與獨自旅行意願關聯性之研究
Travel alone: A study on the relationship among personal value, travel experience, travel motivation and solo travel intention
摘要
本論文以單身熟女為主要研究對象，探討個人價值觀、旅行經驗、旅遊動機與獨自旅行意願之間的關聯性。本論文以滾雪球抽樣方式進行抽樣，共計發出了400份問卷，回收了381份有效樣本，總計有效樣本回收率為95.25%。透過描述性統計分析、探索性因素分析、獨立樣本T檢定與單因子變異數分析、驗證性因素分析及結構方程模型中之偏最小平方估計法進行分析，其主要研究結果如下： 1.內在取向的單身熟女在旅程中追求人際關係的拓展、逃離/放鬆不同於平常日常生活方式與自我實現。然而，外顯取向(強調個人對於個人生活的重視)的單身熟女則對旅遊動機的偏好無顯著影響。 2.內在取向(強調個人重視與他人、社會生活的連結)的單身熟女有較高的獨自旅行意願。然而，外顯取向(強調個人對於個人生活的重視)的單身熟女其獨自旅行意願較低。 3.單身熟女追求人際關係、遠離/放鬆、自我發展的旅遊動機顯著正向影響獨自旅行意願，其中在旅程中追求遠離/放鬆的旅遊動機對獨自旅行意願的影響最大。然而，在旅程中追求自我實現的旅遊動機則對獨自旅行意願無顯著影響。 4.旅行經驗的多寡對單身熟女旅遊動機的偏好無顯著差異。 5.旅行經驗的多寡對單身熟女獨自旅行意願上無顯著影響。
並列摘要
This thesis focuses on single mature women and explores the relationships among personal values, travel experience, travel motivation and solo travel intention. In this thesis, a total of 400 questionnaires were sent out by snowball sampling, and 381 valid samples were recovered. The total effective sample recovery rate was 95.25%. Through descriptive statistics, exploratory factor analysis, independent sample T-test and one-way analysis of variance, confirmatory factor analysis and the partial least square method have been applied in order to examine the proposed research framework. After the empirical research, the major findings were as follows: 1.The internal value single mature woman pursues the expansion of interpersonal relationship during the journey, and escapes/relaxes of the daily life and self-realization. However, external value single mature women have no significant influence on travel motivation preferences 2.The internal value single-minded women (emphasizing personal attention to connections with others and social life) have a higher willingness to travel alone. However, external value single mature women (emphasizing the individual's emphasis on personal life) have a lower willingness to travel alone. 3.The travel motivation of single mature women to pursue interpersonal relationships, escape/relaxation, and self-development are positively related to the solo travel intention. The travel motivation to pursue escape/relaxation in the journey has the greatest impact on the solo travel intention. However, the pursuit of self-fulfilling travel motivation during the journey has no significant effect on the solo travel intention. 4.There is no significant difference in the travel experience between the preference of single mature women. 5.There is no significant difference in the solo travel intention between the preference of single mature women.