屏東縣深度旅遊參與者旅遊動機與體驗價值之相關研究

A Relationship Study of The Travel Motivation and Experiential Value of the In-depth tourism participants in Pingtung County

黃任閔(Jen-Min Huang) ； 呂謙(Chien Lu) ； 柳立偉(Li-Wei Liu) ； 柯巧文(Chiao-Wen Ke)

《休閒事業研究》 15卷3期 (2017/09) Pp. 1-20

https://doi.org/10.6746/LIR.201709_15(3).0001

摘要

本研究目的在瞭解屏東縣深度旅遊參與者旅遊動機與體驗價值之現況，並分析不同背景變項在旅遊動機與體驗價值上之差異情形，最後再探討旅遊動機與體驗價值之相關情形。本研究採用問卷調查法，對象為屏東縣深度旅遊參與者，問卷共400份以SPSS 17.0版，所得資料經描述性統計、單因子變異數分析、積差相關，研究結果顯示:一、深度旅遊參與者，男女性約各半、年齡為21-30歲者、婚姻狀況以未婚、教育程度以大專院校之參與者、每月收入以2萬元至4萬元之騎乘者、職業以學生及居住地之以南部之騎乘者為居多；二、不同背景變項對屏東縣深度旅遊參與者之旅遊動機差異性分析中，除「年齡」、「教育程度」及「月收入」有顯著差異之外，其餘「性別」、「婚姻」、「居住地」、「交通工具」在旅遊動機上無顯著差異；三、不同背景變項對屏東縣深度旅遊參與者之體驗價值差異性分析中，除「年齡」、「教育程度」、「月收入」及「職業」有顯著差異之外，其餘「性別」、「婚姻」、「居住地」、「交通工具」在體驗價值構面無顯著差異；四、屏東縣深度旅遊參與者旅遊動機與體驗價值達顯度正相關。故本研究認為可再深入探討不同年齡、收入及職業之深度旅遊參與者旅遊動機及體驗價值。

關鍵字

永續觀光 ； 投資者報酬 ； 服務優越性

並列摘要

The purpose of this study was to explore the In-depth tourism participants' Travel Motivation and Experiential Value in Pingtung. The differences between different background variables on participants' travel motivations and experiential value. This study also inquired the correlation of participants' travel motivations and experiential value. The research used the questionnaire survey procedure. The questionnaire was to collect the samples from the the In-depth tourism participants in Pingtung. 450 questionnaires were sent out and 400 were returned. Effective questionnaires returnration was 88%. The collected samples were analyzed with descriptive statistics, item analysis, factor analysis, reliable analysis, t-test, one-way ANOVA and Scheffe’s posterior comparisons by SPSS for 17.0, the study found that:1. The In-depth tourism participants in Pingtung were evenly divided between men and women, ages are between 21 to 30. They are all not married students and have college background. Their average income is between 20,001 to 40,000 NT dollars. Most of these students live in the south of Taiwan and they are scooter riders.2. Through the analysis on the differences between different background variables on participants travel motivations, the study indicated that the travel motivations have significant differences on age, education level, monthly income, but no influences on gender, marriage, living, and transportation.3. Through the analysis on the differences between different experiential values on participants travel motivations, the study indicated that the travel motivations have significant differences on age, education level, monthly income and occupation, but no influences on gender, marriage, living, and transportation.4. The travel motivations have significant positive effects on experiential value. From the result, it is worthy of issue that the relationship of travel motivations and experiential value of the In-depth tourism participants on different age, monthly income and career.

並列關鍵字

Sustainable Tourism ； Investors' Return ； Service Excellence