從新冠肺炎疫情探討旅館業觀光衝擊對顧客消費意願之影響

The Influence of Tourism Impact on Consumption Intention in Hotel Industry Based on COVID-19

張宏生(Hung-Sheng Chang) ； 林詠翔(Yong-Siang Lin)

《觀光與休閒管理期刊》 10卷1期 (2022/06) Pp. 40-49

https://doi.org/10.6510/JTLM.202206_10(1).0004

摘要

2020年嚴重特殊傳染性肺炎COVID-19（簡稱為新冠肺炎）從中國湖北武漢市爆發後，迅速在中國其他省市與世界各地擴散，受到新冠肺炎蔓延全球的影響造成全球旅遊業重創。本研究動機為探討疫情下觀光衝擊對知覺風險的影響，以及探討疫情下觀光衝擊對消費意願的影響。本研究目的為了瞭解新冠肺炎疫情下帶來的觀光衝擊是否對知覺風險有顯著影響，知覺風險是否對觀光衝擊與國際旅館消費意願之間有顯著干擾效果，包括其中觀光衝擊與知覺風險之間的關係。本研究結果證實了觀光衝擊對於知覺風險與消費意願皆有顯著正向影響，而知覺風險對於觀光衝擊與消費意願之間的干擾效果並不顯著。

關鍵字

觀光衝擊 ； 消費意願 ； 知覺風險 ； 新冠肺炎

並列摘要

After the outbreak of severe special infectious pneumonia COVID-19 (referred to as new crown pneumonia) in Wuhan, Hubei, China in 2020, it quickly spread to other provinces and cities in China and around the world. The global tourism industry was hit by the impact of the global spread of new crown pneumonia. The motivation of this research is to explore the impact of tourism shocks on perceived risks under the epidemic, and to explore the impact of tourism shocks on consumer willingness under the epidemic. The purpose of this research is to understand whether the tourism shock brought by the new crown pneumonia epidemic has a significant impact on perceived risk, whether perceived risk has a significant interference effect on tourism shock and international hotel consumption willingness, including the difference between tourism shock and perceived risk relationship. The results of this study confirm that the tourism shock has a significant positive impact on both the perceived risk of the epidemic and the willingness to consume, while the perceived risk of the epidemic has an insignificant interference effect on the impact of the tourism shock and the willingness to consume.

並列關鍵字

Tourism impact ； Consumption willingness ； Perceived risk ； New crown pneumonia epidemic