銀髮族與準銀髮族國內旅遊行為之研究

The behavior of domestic traveller of senior citizens and near-elderly adults in Taiwan

陳欣怡(Sin-Yi Chen)

指導教授 ： 黃加成 ； 熊正一

台南應用科技大學/生活科技學院/生活服務產業系生活應用科學碩士班/碩士(2011年)

摘要

全世界人口老化現象，導致高齡化社會來臨，台灣人口老化已向主要先進國家看齊，促成銀髮族消費市場的興起，逐漸成為新的商機，銀髮族旅遊市場已成為未來旅遊市場中重要的區塊。本研究目的是探究銀髮族和準銀髮族旅遊市場，對旅遊消費金額、消費人數與旅遊時間等影響因素，以及旅遊偏好和意向進行分析，以了解銀髮族和準銀髮族的旅遊型態及消費方式。本研究採用問卷調查方式進行研究，以北中南地區65歲以上銀髮族的和55~64歲準銀髮族為研究對象，總計發出問卷1225份，有效問卷為1068份，並以描述性統計、卡方檢定進行分析。研究結果可知：(1)銀髮族和準銀髮族參與國內旅遊特徵和偏好相似。(2)銀髮族和準銀髮族的旅遊行為略有不同。(3)除性別和家庭狀況外，其餘各項人口統計變項均對旅遊行為有顯著影響(P＜.05)。(4)銀髮族和準銀髮族在前次旅遊滿意度略有不同。(5)居住於不同地區的受訪者對前次旅遊滿意度有顯著差異性。根據研究結果提出建議：(1) 銀髮族和準銀髮族都屬於短期旅遊者，所以旅遊業者需注意旅遊目的地時間上的安排。(2)業者必須控制價位，考慮銀髮族能力範圍內，提供優惠方案。(3)針對銀髮族和準銀髮族個人不同屬性，做為設計旅遊活動行程及行銷時考量。研究結果可供主管機關制訂國內銀髮族旅遊市場發展政策，及旅遊業者策劃旅遊產品之參考。

關鍵字

銀髮族 ； 準銀髮族 ； 旅遊行為

並列摘要

In the whole world, the phenomenon of demographic ageing has been cause to the society turn into ageing society. However, in Taiwan, the demographic ageing society also has been kept up with other advanced countries, which promote consumer market to rise and gradually develop a new business, and it is an important part of travel market for senior citizens in the future. In this study, the mania target is tourism market for senior citizens and near-elderly adults, including the amount of tourist spending, consume frequency, travel times, etc. And we also analyze the travel preferences and intentions to understand who travel and consume types. The questionnaire survey has been used in this works and both senior citizens (Over 65 year-old peoples) and near-elderly adults (The range of age is defined at 55 to 64 year-old peoples) are our research object for this study. Total 1225 questionnaires were issued, and copies of valid questionnaires for the 1068, subsequently, the descriptive statistics and chi-square test are applied to analyzing these data. According to the research results, we can understand as following :
(1) Both characteristics and preferences of senior citizens and near-elderly adults play a part in internal tourism are similar.
(2) The traveller behavior of senior citizens and near-elderly adults has little difference.
(3) In addition to sex and family status, the others population statistics have remarkable affect for traveller behavior.
(4) For previous tourist satisfaction, the senior citizens and near-elderly adults has little difference.
(5) The respondents who live at different locate has remarkable differences for previous tourist satisfaction.
From this study, we could conclude a number of suggestion as following :
(1) Senior citizens and near-elderly adults are part to short-term tourism, so travel industries need to note the arrangement of travel place and time.
(2) Travel industries have to concern with financial support ability and provide some promotions for senior citizens.
(3) Due to senior citizens and near-elderly adults have different personal properties. Therefore, which need to take into account as decide travel actives or marketing.
According to this study, some policies can be proposed for competent authorities to develop the domestic tourism market or as a reference for tourism industries to plan of tourism products for senior citizens and near-elderly adults.

並列關鍵字

senior citizens ； near-elderly adults ； traveller behavior

參考文獻

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一、中文部分