觀光客仇視心態與民族優越感對旅遊意願影響之研究

在亞洲地區，各個國家彼此間常因政治、經貿立場不同而產生衝突與對立。本研究透過行銷學慣用的民族優越感與消費者仇視理論為基礎，探討中國與臺灣、中國與日本彼此之間，曾經發生過的衝突對立事件，探討這些對立事件是否會影響個體對於所要前往旅遊之敵對國家的整體意象、與旅遊意願，以及上述的影響是否會因個體對於兩國衝突事件的熟悉程度、與其國籍的差異而產生不同程度的影響。透過迴歸分析之結果發現，個體對於敵對國家的仇視心態、自我民族優越感，會負向地顯著其對敵對國家的整體意象評估，進而影響其旅遊意願；而針對「中國對臺灣」之群組，相較於對衝突事件有高度了解的個體，對於衝突事件了解程度較低者，其自我民族優越感對於敵對國家意象的負向影響更強烈，其對敵國的國家形象認知，也會負向影響對敵國的仇視心態；在三個族群中，日本樣本對於中國之仇視態度對於中國整體意象評估的負面影響最為強烈，顯著性的高於臺灣與中國樣本。

關鍵字

仇視心態；民族優越感；旅遊意願；衝突事件；觀光意象

並列摘要

In Asia, political and economic conflicts exist among different countries. Based on the marketing theory of ethnocentrism and animosity, this study aims to understand whether or not the conflict matters between China and Taiwan and between China and Japan would negatively influence their evaluations on the destination image and travel intentions towards the hostile county. The moderating effects of nationality and familiarity with the conflict matters to the above relationships are also examined. According to the regression analysis results, animosity and ethnocentrism have significantly negative effects on the destination image toward a hostile country with conflict and also travel intentions. Moreover, individuals with a lower level of familiarity with the conflict matters show stronger results on how the destination image is negatively influenced by ethnocentrism and also manifest the significant negative influence of the national image on the ethnocentrism of the Chinese samples towards Taiwan as a destination. Of the three study samples, the Japanese samples have the strongest results on how the total national image is negatively influenced by ethnocentrism.

並列關鍵字

ethnocentrism ； animosity ； travel intention ； conflict matter ； tourism image

參考文獻

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觀光客仇視心態與民族優越感對旅遊意願影響之研究

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