自助旅遊參與動機及行爲意向對旅遊行爲之研究

The Study on the Motive and Behavioral Intention of Independent Traveler to the Travelers' Behavior

蔡智勇(Chih-Yung Tsai) ； 梁家祜(Joy Chia-Huh Liang) ； 張鳳祥(Feng-Hsiang Chang)

《運動與遊憩研究》 3卷1期 (2008/09) Pp. 34-44

https://doi.org/10.29423/JSRR.200809_3(1).0003

摘要

週休二日制度的實施，使得國人對於旅遊活動亦更加的重視。然而在這迅速變化的多元社會中，國人有了更多的旅遊活動選擇，旅遊方式也大爲不同，從以前的團體旅遊演變至今的自助旅遊。加上根據行政院交通部觀光局「中華民國2006年國人旅遊狀況調查」指出有將近九成國人在國內的旅遊方式大多數採「自行規劃行程旅遊」。由此可知，自助旅遊將是國人進行國內旅遊的發展趨勢。有鑑於此，本研究將從旅遊動機、行爲意向來探討旅遊行爲。
本研究結果發現，旅遊動機會影響行爲意向；行爲意向會影響行爲；但參與動機對於行爲是沒有顯著影響。綜合上述結果，影響參加自助旅遊的主要因素爲行爲意向，並非旅遊動機。但行爲意向卻必須要透過旅遊動機才會引起。因此，相關單位在規劃自由行時，必須讓遊客瞭解整套行程是可以體驗不同風俗民情、嘗試各地不同的美食、暫時避開忙碌的現實生活、了解新事物等等，如此才會驅動參與者自助旅遊的意念與想法，進而去付諸行動。

關鍵字

自助旅遊 ； 旅遊動機 ； 行爲意向

並列摘要

With the enforcement of the two-day weekend, people in Taiwan value more on recreational activities. However, with the rapidly changing and diversified society, there seem to be more alternatives on recreational activities. Thus, the way of touring has been shifted from package tour years ago to recent backpacking. According to the survey ”Domestic Tour in Taiwan, R.O.C., 2006”, by Tourism Bureau, Ministry of Transportation and Communications, it pointed out that 90% of the people prefer to have independent traveler as their domestic travel plan. Independent traveler will be the major trend for developing tourism. As a result of that, this study explores the touring behavior from touring motive and behavioral intention.
The result reveals that touring motive does affect behavioral intention, which then affects behavior; however, participating motive has no significant impact on behavior. To sum up, those who join independent traveler are affected majorly by behavioral intention, rather than tour motive, but behavioral intention has been triggered by touring motive. In light of this, it is necessary to make the tourists realize the entire tour will be experiencing first-hand folk custom, trying various table delicacies, staying away from busy realities, and realizing new things, etc. before planning independent traveler tours by the related units. With these efforts, there will be enough motives to drive those who have independent traveler intentions into actions.

並列關鍵字

independent traveler ； travel motives ； behavior intention

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