COVID-19疫情發生後，國內親子旅遊行為意圖之探討

A Study on Exploring the Behavioral Intention of Domestic Family Travelers after COVID-19

林秀媚(Siou-Mei Lin) ； 徐宜成(I-Cheng Hsu)

《觀光與休閒管理期刊》 9卷2期 (2021/12) Pp. 51-62

https://doi.org/10.6510/JTLM.202112_9(2).0006

摘要

COVID-19疫情傳染力極強，各國陸續傳出有人染疫，使得全球觀光旅遊產業受到衝擊，所幸臺灣的防疫效果顯著，國人尚可維持正常生活。雖然不能出國從事旅遊活動，但可以從事國內旅遊活動。本研究的主要目的為瞭解疫情發生後國人從事國內親子旅遊的態度、主觀規範、知覺行為控制及知覺旅遊風險對行為意圖的影響，同時也比較人口統計變項在上述變項中的差異。本研究採用問卷調查法進行資料蒐集，本研究共計發放729份問卷，扣除填答不完整之無效問卷共100份，總計有效問卷為629份，有效回收率為86.3%。研究結果發現：一、COVID-19疫情發生後，國人之人口統計變項對「主觀規範」、「知覺旅遊風險」及「行為意圖」具有顯著差異；二、COVID-19疫情發生後，國人從事親子旅遊之「態度」、「主觀規範」、「知覺行為控制」以及「知覺旅遊風險」對於國人從事國內親子旅遊的「行為意圖」皆具有顯著影響力；三、COVID-19疫情發生後，國人從事親子旅遊之「態度」、「主觀規範」以及「知覺行為控制」為顯著正向影響，「知覺旅遊風險」為顯著負向影響國人從事國內親子旅遊的行為意圖；四、COVID-19疫情發生後，國人從事親子旅遊之影響程度最高至最低的依序為「主觀規範」、「態度」、「知覺行為控制」、「知覺旅遊風險」。本研究結論，待疫情穩定後可供政府單位、民間企業及後續相關研究者參考。

關鍵字

COVID-19 ； 親子旅遊 ； 計畫行為理論

並列摘要

The COVID-19 epidemic is extremely contagious. People have been infected in various countries, which has impacted the global tourism and tourism industry. Fortunately, Taiwan's epidemic prevention effect is significant, and the people of the country can still maintain a normal life. Although you cannot go abroad to engage in tourism activities, you can engage in domestic tourism activities. The main purpose of this study is to understand the influence of Taiwanese people's attitudes, subjective norms, perceived behavior control and perceived travel risk on behavioral intentions of domestic family travel after the outbreak, and also to compare the differences in demographic variables among the above variables. This study uses questionnaire survey method to collect data. In this study, a total of 729 questionnaires were sent out, including 100 invalid questionnaires with incomplete answers, and 629 valid questionnaires were issued, with effective recovery of 86.3%. The results showed that: 1. The population background changes of Taiwanese have significant differences in ＂subjective norms＂, ＂ perceived travel risk ＂ and ＂behavioral intentions＂ after the outbreak of COVID-19. 2. The subjects 'attitude', 'subjective norm', 'perceived behavioral control', and 'perceived travel risk' has a significantly impact on Taiwanese people's 'behavioral intention' to engage in domestic family travel after the outbreak of COVID-19. 3. The subjects 'attitude', 'subjective norm', and 'perceived behavioral control' has a significantly positive impact. 'perceived travel risk' has a significant negative impact on Taiwanese people's 'behavioral intention' to engage in domestic family travel after the outbreak of COVID-19. 4. After the outbreak of the COVID-19 epidemic, the highest to the lowest degree of influence of Taiwanese people engaged in family travel are ＂subjective norms＂, ＂attitudes＂, ＂perceived behavior control＂, and ＂perceived travel risks＂.. The results of this study are expected to provide reference for government units, private enterprise and future researchers.

並列關鍵字

COVID-19 ； Family Travel ； Theory of Planned Behavior