臺灣家庭親子旅遊活動之體驗與價值分析

考量家庭親子旅遊體驗目的與需求之多樣性，本文立意抽樣選擇一年內、子女參與旅遊的10個家庭為研究對象，進行其體驗活動與場域等資料之收集與分析。應用方法目的鏈（Means-End Chain model）理論，編碼列出家庭親子旅遊活動包括：七項屬性活動、六項結果與四項價值之關係矩陣（implication matrix）；另以價值階層圖（hierarchical value map）的方式呈現連結屬性、結果與價值之家庭親子旅遊行為模式。經內容分析獲得探索與挑戰、性格發展、家庭幸福感，以及創造回憶等親子旅遊活動之價值；另以回溯檢視階層圖結構，本文提出家庭親子旅遊之屬性活動，才是方法目的鏈之關鍵機制，這個結果或將鼓勵旅遊業者就特定客群之需求，創新產品與服務。家庭親子旅遊活動常被賦予寓教於樂之意義。本文從家庭親子旅遊之實作內容，對照體驗學習（experiential learning）相關文獻之觀點，分析結果可提供後續對臺灣家庭親子旅遊行為更細膩之實證研究。

關鍵字

家庭親子旅遊；體驗學習；方法目的鏈

並列摘要

Regarding the diversity of the demands and the purposes for a family trip, 10 families that took family trips in the past year are chosen for case study by purposive sampling. Applying the Means-End Chain Model, an implication matrix is constructed to represent the linkages between 7 attributes, 6 consequences, and 4 values of family trips. Besides, a hierarchical value map is drawn to describe the behavior model of family trips. This study conducts content analysis and results in four values of family trips to be the chance to explore, personality development, happiness in family, and memory creating. Besides, by viewing the implication matrix, this research points out that the attributes of family trips are the key mechanism of the Means-End Chain Model. These findings would help and motivate tourist agencies to provide innovative products or services regarding the specific needs of their clients. While family trips are expected to provide educational entertainment, this study probes into the practice of family trips with the theory of experiential learning, and shows different values that family trips own. The findings might lead to further study on family trips in Taiwan.