外籍生對臺灣旅遊體驗及行為意向之研究

Travel Experience and Behavior Intention Studies of International Students in Taiwan

林雅茵(Ya-Yin Lin) ； 林聰哲(Tsung-Che Lin) ； 李世昌(Shih-Chang Lee)

《休閒事業研究》 14卷4期 (2016/12) Pp. 1-17

https://doi.org/10.6746/LIR.201612_14(4).0001

摘要

本研究旨在探討外籍生對臺灣旅遊體驗行為意向之現況與關係，採用問卷調查法共計發放500份問卷，獲得有效問卷462份。以描述性統計、單因子變異數分析、皮爾森積差相關、多元逐步迴歸等統計方式進行分析。其研究結果如下：一、旅遊體驗與行為意向平均得分高，分別為「旅遊體驗」得分為3.87、「行為意向」得分為4.18。二、外籍生背景變項中，國籍、學歷、旅遊次數及旅遊同伴等在旅遊體驗達顯著之差異。三、外籍生背景變項中，國籍、旅遊次數及旅遊同伴等在行為意向達顯著之差異。四、旅遊體驗與行為意向各層面皆達顯著正相關。四、旅遊體驗對行為意向具有預測之效果，其中以「新奇體驗」最具預測力。本研究針對其研究結果提出相關之建議如下：製作環島路線圖發送外籍生、舉辦外籍生座談會並適時推廣臺灣旅遊、發行各縣市觀光套票。

關鍵字

外籍旅客 ； 新奇體驗 ； 重遊意願

並列摘要

The purpose of this study is to exploring the current travel experience and behavioral intention in international students. This study adopted questionnaire survey and distributed 500 questionnaires with 462 valid ones collected. For descriptive statistic, one-way ANOVA, Pearson product-moment correlation, and multiple regression analysis were used to analyze those questionnaires. The study results are listed below: 1. The average score of the travel, experience and behavioral intention are high. travel experience is 3.87 and behavioral intention is 4.18. 2. In the variables of the international students in the country of citizenship, education background, travel frequency and travel companion have significant difference with travel experience. 3. In the variables of the international students in the country of citizenship, travel frequency and travel companion have significant difference with behavioral intention. 4. The international students of travel experience and behavioral intention are all significant correlation. 4. The travel experience has predictive power to behavioral intention, especially novel experience. The study also provides suggestions based on the study results are listed below: create a route map for circling around the island for international students, conduct seminars for international students to promote Taiwan tourism in a timely manner, issue ticket packages for touring each city.

並列關鍵字

International Traveller ； Novelty Experience ； Revisit Intention