女性到歐洲自助旅行行為意圖之探討

A Study on Exploring Women's European Self-Travel Behavioral Intention

丁誌魰(Chih-Wen Ting) ； 顏嘉彣(Chia-Wen Yen)

《休閒產業與健康促進學術研討會》 2018 (2018/06) Pp. 127-148

摘要

隨著交通便利與資訊科技的發展，到國外自助的人數逐年攀升，一趟自助旅行雖然充滿獨特回憶，但須付出許多心力規劃行程，此外，更要有能力和體力去應付旅途中一切的挑戰。近年來女性到歐洲自助的人口增加比率高於男性，究竟是何因素吸引女性從事歐洲自助旅行，值得我們加以探究。本研究以計畫行為理論為研究架構，採用問卷調查法探討影響女性從事歐洲自助旅行行為意圖之相關因素，共回收有效問卷492份，並運用結構方程模式進行資料分析與假設驗證。研究結果顯示：(一)女性從事歐洲自助的「態度」對於從事歐洲自助行為意圖有正向顯著影響。(二)女性從事歐洲自助的「知覺行為控制」對從事歐洲自助實際行為有正向顯著影響。(三)女性從事歐洲自助的「行為意圖」對從事歐洲自助實際行為有正向顯著影響。(四)旅遊次數在「知覺行為控制」對「實際行為」及「行為意圖」對「實際行為」的關係有干擾效果。根據本研究結果與結論，提出建議，供尚未從事歐洲自助旅行的女性、歐洲自助旅行愛好者、官方旅遊單位及後續研究者作為參考。

關鍵字

計畫行為理論 ； 歐洲自助旅行 ； 女性

並列摘要

With the convenience of transportation and the fast-developed information technology, more and more people choose to go self traveling. Although a self-travel trip can be unique, it takes lots of efforts to prepare beforehand. Besides, self-travelers must be tough enough to deal with all the challenges. However, the number of females who travel to Europe is getting higher and higher. The reason why more and more females are traveling to European countries independently is what we want to explore. Based on the Theory of Planned Behavior, the purpose of this study is to find out the factors that attract females to participate in European self-travel. The researchers sent questionnaires online and got 492 valid questionnaires. Structure equation modeling (SEM) are used to analyze the data and test the hypotheses. The results are as following: (1) Female's attitude significantly affect their behavioral intention. (2) Female's perceived behavioral control significantly affect their behavior. (3) Female's behavioral intention significantly affect their behavior. (4)The number of European self-traveling shows an evident impact on the degree of influences of perceived behavioral control and behavior. (5)The number of European self-traveling shows an evident impact and on the degree of influences of behavioral intention and behavior. According to the result, we offer some suggestions for women who would like to experience European self-travel, European self-travel lovers, public sector, travel agencies and other researchers.

並列關鍵字

Theory of Planned Behavior ； European Self-Travel ； Female