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COVID-19影響下知覺旅遊風險對出國旅遊意圖之衝擊－以台灣為例
Perceived Risks of Travel Impact on Intention to Travel Abroad under COVID-19 in Taiwan
摘要
旅遊業是一個易受全球安全問題及風險影響的行業。在冠狀病疾病（COVID-19）嚴重影響全球各地經濟與人們生活的今日，了解在疫情得影響之下，台灣民眾的出國旅遊意圖是極為重要的。本研究從過去學者的研究中，歸納出影響民眾出國旅遊的兩大風險：（1）因擔心感染冠狀病毒疾病的「染疫風險」、（2）因疫情爆發後影響旅遊品質的「品質風險」；結合疫情發生前、後之「旅遊意圖」，自編「COVID-19期間旅遊風險對出國旅遊意圖之影響量表」為主要研究工具。本研究量表經預試，確認具有良好信效度後，於2020年4月中以Google表單進行網路問卷調查。共回收正式問卷389份樣本，有效率約為95.9%，以AMOS24.0進行結構方程式（SEM）假設驗證。其結果發現：（1）「染疫風險」對「疫情後出國旅遊意圖」有顯著負向響影。（2）旅遊「品質風險」對「疫情後出國旅遊意圖」有顯著正向影響。（3）「疫情前出國旅遊意圖」對「疫情後出國旅遊意圖」有顯著正向影響。本研究最後針對未來疫情趨緩、旅遊業復甦時，提出政策推行之建議，供有關單位參考。
並列摘要
Tourism sector is easily affected by global security issues and risks. Currently, while the global economy and people's daily life are hard hit by the coronavirus (COVID-19) pandemic, it is important to understand Taiwanese's intention to travel abroad. According to the past studies, we generalized that travel risks include infectious disease risk and travel quality risk. Furthermore, we developed ＂Impact Scale of How Travel Risk Influences Intention of Travel Abroad during COVID-19＂ as a research tool, which was confirmed having reliability and validity as expected after pre-testing. Online questionnaire was carried out on Google from March to April 2020. 389 official samples were collected. The valid rate is about 95.9%. The structural equation model(SEM) hypothesis was verified by AMOS 24.0. The results reveal: (1) Self-imposed epidemic risk has a significant negative impact on post-pandemic travel intentions. (2) Travel quality risk has a significant positive impact on post-pandemic travel intentions. (3) Pre-pandemic travel intentions have a significant impact on post-pandemic travel intentions. In the end, we would like to offer suggestions about tourism policy for the future when the epidemic slows down and the tourism recovers.