自行車騎乘者之騎乘經驗、休閒涉入與自行車旅遊需求偏好之研究

Cyclist's Daily Cycling Experiences, Leisure Involvement and Travel Demand Preference

周佳蓉(Chia-Jung Chou) ； 王月鶯(Yueh-Ying Wang) ； 陳國勝(Kuo-Sheng Chen)

《觀光旅遊研究學刊》 7卷2期 (2012/12) Pp. 71-89

https://doi.org/10.29689/JTTR.201212.0005

摘要

近年來國人騎乘自行車之休閒風氣相當盛行，並已在台灣的旅遊市場造就一新種形態的自行車旅遊活動，可稱之為一特殊興趣旅遊（special interest tourism）。由於國內仍少探討此特殊旅遊活動的需求，因此本研究將從自行車旅遊者之騎乘經驗與休閒涉入角度，探討自行車旅遊需求偏好間之市場區隔。研究採立意抽樣方法，透過問卷調查方式發給曾有自行車旅遊活動經驗的騎乘者，回收有效問卷365份。研究結果顯示日常的自行車騎乘經驗及休閒涉入的程度，確會造成其在旅遊需求偏好上之顯著差異性。豐富的騎乘經驗帶來高涉入程度，且在四休閒涉入構面－「吸引力」、「中心性」、「自我表達」與「社會連結」皆具顯著差異性。而高中低休閒涉入族群亦在旅遊需求構面上呈現顯著不同，「高涉入群」與「中涉入群」重視「行程變化與體驗」，而「低涉入群」看中「行程舒適與安全性」。本研究提出自行車旅遊市場之區隔與行程規劃建議。

關鍵字

一致性分析 ； 自行車旅遊 ； 自行車旅遊者 ； 市場區隔 ； 特殊興趣旅遊

並列摘要

Recently the bicycling activities have gained much popularity and cycling gradually became a new mode of tourism, which can be classified as a special interest tourism. Due to the lack of investigating the travel demand of cycle tourist, this study aimed to explore the relationships among cycling experiences, leisure involvement and travel demand preferences. Through purposive sampling, 365 valid questionnaires were collected from cycling tourists. The results showed the first three cycle tourist's travel demand preferences were 'environment with fresh air', 'safety on routs', and 'sound public facilities'. The cycle tourist's daily cycling experiences and leisure involvement significantly influence travel demand preferences. Rich cycling experiences led to high involvement; and cycling experiences significantly differed in four involvement dimensions-attraction, self-expression, centrality and social connection. The clustered three involvement groups significantly differed in travel demand preferences, such as high and medium involvement groups emphasized 'itinerary variation and experience' but low involvement group required more on 'comfort and safety'. Suggestions for market segmentation and itinerary planning were made.

並列關鍵字

Correspondence analysis ； Cycle tourist ； Cycling tourism ； Market segmentation ； Special interest tourism