台灣地區俄文相關系所學生對於赴俄羅斯觀光之行為意向研究

本研究旨在探討台灣地區俄文相關系所學生赴俄羅斯觀光的行為意向模式。探自編問卷進行研究，問卷內容包括觀光態度、觀光動機、觀光資訊、過去觀光體驗及觀光行為意向等五個量表，以俄文相關系所學生為研究對象，利用普查方法進行問卷調查，共回收有效問卷778份。所得資料以SPSS 13.0進行統計分析與檢定，利用LISREL 8.52進行驗證性因素分析及結構方程模式的實證研究，以最大概似估計法對本研究模式中各組變項間之因果關係進行估計。實證研究顯示，研究對象對俄羅斯觀光行為模式中，觀光態度顯著的直接影響觀光動機；觀光態度藉由觀光動機間接影響觀光行為意向；觀光資訊顯著的直接影響觀光行為意向；過去觀光體驗顯著的直接影響觀光行為意向；觀光動機顯著的直接影響觀光行為意向；然而，觀光態度對行為意向的直接效果並不顯著。利用本研究模式，可有效的建構及預測台灣地區俄文相關系所學生赴俄羅斯觀光的行為模式。

關鍵字

大學生；觀光；行為意向；俄羅斯；台灣

並列摘要

This study used the latent variables of tourism attitude, tourism motive, tourism information, past tourism experience and behavioral intention to assess the behavioral intention model of the university students from Departments of Russian Studies in Taiwan. Questionnaires were administered in December 2005, four respondents refused to answer and two questionnaires were invalid owing to being incomplete, leaving a total of 778 valid questionnaires. The descriptive statistics of socio-demographic was analyzed by SPSS 13.0 for Windows. The confirmatory factor analysis and structural equation model analysis were analyzed by LISREL 8.52. All the parameters were estimated by Maximum Likelihood Estimation. Empirical results indicated that tourism attitude affected tourism motive directly and affected behavioral intention indirectly. Tourism motive affected behavioral intention directly. Tourism information affected behavioral intention directly. Past tourism experiences affected behavioral intention directly. However, tourism attitude did not have the significant effect of behavioral intention. We could construct the behavioral intention model of the university students from Departments of Russian Studies in Taiwan by using this behavioral model.