探討親子旅遊遊客之風險知覺與風險降低策略

現階段親子旅遊已為觀光旅遊重要市場客群來源之一，本研究目的為探討親子旅遊遊客風險知覺與風險降低策略。以自填式問卷於臺中市進行調查資料收集，受訪對象以曾經從事親子旅遊的家長為研究對象，採用內容分析法進行調查資料分析，經由研究結果顯示受訪者對於親子旅遊旅遊的風險知覺包含「活動風險」、「身體風險」、「健康風險」及「天氣風險」4個面向；在風險降低策略部分則包含「旅遊行前教育」、「選擇安全環境」、「身體保護準備」、「緊鄰照顧小孩」及「注意飲食安全」5個部分。此研究結果顯示遊客知覺親子旅遊的風險與孩童本身特性具有明顯關連，同時遊客會透過旅遊前與旅遊現地之風險降低策略來因應旅遊風險。依據研究結果，提供旅遊地經營業者爭取親子旅遊遊客服務與行銷策略擬定之參考。

關鍵字

親子旅遊；旅遊風險；風險降低策略

並列摘要

Parent-child group is one of the important market sources for tourism. The purpose of this study is to investigate the risk perceptions and risk reduction strategies of parent-child tourism. The data was collected in semi-structured questionnaire of Taichung City, and the respondents were parents who had engaged in parent-child travel. The survey data were analyzed by content analysis. Results revealed that the perceived risk included: activity risk, physical risk, health risk, and weather risk. The risk reduction strategies included five sections: pre-travel education, select a safe environment, physical protection preparation, close care of children, and attention to diet safety. The findings suggested that the tourist perception risk of parent-child tourism is significantly related to children's characteristics. In addition, tourist adopted risk reduction strategies in destination and before travel. This study provides a reference for tourism operators to develop customer service and marketing strategies for parent-child tourism.