消費者之旅遊知識、經驗對旅遊風險知覺程度影響之研究

The Influence of Consumers' Tourism Knowledge and Experiences on Risk Perception

謝淑芬(Hsu-Fen Shieh)

《觀光研究學報》 6卷2期 (2000/11) Pp. 67-89

https://doi.org/10.6267/JTLS.2000.6(2)5

摘要

本研究旨在了解不同的旅遊知識及旅遊經驗程度的消費者，其對旅遊風險知覺的差異，及對有效降低風險策略看法知差異程度；其能提供未來旅行業在產品設計及旅客安全維護上之參考。本研究利用問卷調查方式，採便利抽樣法，共取得有效問卷274份。研究中利用中因素分析、單因子變異數分析、卡方檢定、雙因子變異數分析、及描述性統計進行結果之闡述與研究假設之驗證。研究結果顯示出：(1)人口統計變數中僅有職業及月總收入與旅遊知識程度有顯著差異；而人口統計變數中，除了性別外，大多皆與旅遊經驗呈顯著差異。(2)旅遊知識程度風險知覺並無關聯；而旅遊經驗程度別也僅與財物風險有關聯。(3)在降低風險策略方面，旅遊知識程度高者比旅遊知識程度低者認為「契約保證」策略有效；至於旅遊經驗程度別則對有效降低風險策略的看法無顯著差異。(4)旅遊風險知覺與降低風險策略有效性看法具有正相關。

關鍵字

旅遊風險知覺 ； 旅遊知識 ； 旅遊經驗 ； 旅遊產品

並列摘要

This reserch on tourism is inteneded to explore the diverse opinions on tourism risk perception and the strategy to reduce risks from the knowledge and experience related to the field of tourism. It is anticipated that all the effors will be intrumental for tourism industry in designing better products and maintaining the of tourists.
This study has been conducted with a questionnaire survey based upon random sampling. These effective questionnaires total 274. The author adopted factor analysis, one-way analysis of variance analysis, two factor analysis of variance, Chi-square testing, and descriptive staristics to interpret the results, as was to verify the hypotheses.
(1) Among the demographic variables, just occupation and total monthly income reflect obvoius difference with regard to tourism knowledge; whereas, with exception of gender factor, almost all the variables show obvious difference with regard to tourism experience;
(2) Tourism knowledge is irrelevant with risk prception; whereas tourism experience is relevant only with financial risk;
(3) Those who enjoy higher tourism knowledge are more convinced of the strategy to rely on tourism contract than those are not; whereas the tourism experience reflect no obvious difference as to the strategy to reduce such risk;and
(4) Tourism ridk perception reflects positive correlation with the effectiveness of the strategy to reduce such risk.

並列關鍵字

tourism risk perception ； tourism knowledge ； tourism experience ； tourism products