旅客在旅遊決策中的猶豫不決：價格敏感度之觀點

Tourists Hesitation in Travel Decision Making: From the Perspective of Price Sensitivity

翁振益(Jehn-Yih Wong) ； 葉青(Ching Yeh)

《觀光休閒學報》 14卷3期 (2008/12) Pp. 233-250

https://doi.org/10.6267/JTLS.2008.14(3)2

摘要

旅客猶豫不決是旅遊決策行為理論中失落的一環，過往研究多著墨於旅遊目的地之造訪成因，鮮少觸及旅客為何會猶豫不決之議題。然有鑒於海外旅遊產品的購買風險、產品特性與消費者須擔負的價格犧牲皆有別於購買一般消費性產品與服務的情形，旅客制定海外旅遊相關決策時則顯得較為謹慎保守，並更為關注價格的影響力。究竟旅客的價格敏感度是否能為其決定海外旅遊地與遊程時之猶豫不決現象提出一可能的解釋，則為本文之主要研究問題。爰此，本研究根據個人猶豫不決之假說及相關過往消費者行為理論，將旅遊風險知覺與包含性別在內等六項人口統計變數列為控制變數，以釐清價格敏感度對旅客猶豫不決之關係。爰此，本文採立意抽樣方法於桃園國際機場選取440名海外觀光旅客進行問卷調查。經階層迴歸分析發現，於控制可能影響之變數後，價格敏感度顯著正向影響旅客猶豫不決之程度。最後文末亦依此提出對旅遊業者之實務管理建議。

關鍵字

價格敏感度 ； 旅客猶豫不決

並列摘要

Tourist hesitation is the missing part of tourist destination decision-making theory since the previous research has long focused on the factors of visiting destinations. The overseas travel decision-making behavior shall differ from general consumer decision-making fundamentally due to different degree of purchase risks, the intangibility and perishability. This study has attempted to discuss the effect of price sensitivity on tourist hesitation as the psychological variables possess strong ability to interpret consumer behaviors. For that reason, 7 variables are controlled for the possible influences as cited by the relevant behavioral theory. Based on multiple regression analysis of data from 440 outbound tourists at Taiwan Taoyuan International Airport, price sensitivity did positively affect the degree of tourist hesitation after the demographic variables and tourist risk perceptions are controlled. Finally, comprehensive management implications for travel agencies are discussed.

並列關鍵字

price sensitivity ； tourist hesitation

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