新型冠狀病毒疫情下旅遊風險知覺與調適觀點關係之研究

The Relationship Between Risk Perception and Coping Perspectives During the COVID-19 Pandemic

邱鈺婷(Yu-ting Ciou) ； 吳姿璿(Zi-xuan Wu) ； 賴佩欣(Pei-xin Lai) ； 黃琬婷(Wan-ting Huang) ； 簡佩宣(Pei-hsuan Chien) ； 李易儒(Yi-ju Lee)

《休閒產業與健康促進學術研討會》 2021 (2021/06) Pp. 105-113

摘要

2020年全球受新型冠狀病毒影響，使得各地旅遊產生限制，全球旅遊業損失高達上千億美元。本研究應用保護動機理論，探討國人於旅遊時對新型冠狀病毒的旅遊風險知覺與調適觀點之間的關係。本研究將以現地發放方式，人員調查問卷訪問法進行調查；透過利益抽樣原則，運用next to pass來蒐集問卷。本研究以造訪2021臺北國際旅展的觀展者為研究對象。資料分析利用SPSS，以描述性統計分析、信度分析、探索性因素分析、相關分析、及迴歸分析加以驗證本研究假設。本研究發現，國人對於旅遊風險可分為國內風險與國際風險，調適觀點可區分為反應效能及自我效能兩構面，彼此之間具有正向關係。此外，國人對於新冠病毒所引發風險知覺，特別是國際風險，最能有效影響到旅遊調適觀點。研究結果將對保護動機理論進展與疫情風險研究有所貢獻，在實務管理上，有助於交通部觀光局及旅遊業者未來在規劃國內安心旅遊或跨國旅遊時，依據遊客的風險認知及調適觀點，設計出合適國人需求與期望的安心旅遊行程，提供國人健康旅遊相關產品內容與安全配套措施。

關鍵字

國內風險 ； 國際風險 ； 反映效能 ； 自我效能

並列摘要

The world was affected by the coronavirus in 2020, which restricts tourism activities and leads the global tourism industry to lose hundreds of billions of dollars. This study applies the protection motivation theory to explore the relationship between risk perception and coping perspectives of Taiwanese during the Covid-19 pandemic when traveling. This study adopted on-site survey with questionnaire method through purposive sampling, use the next to pass principle to collect questionnaires. Visitors to the 2021 Taipei International Travel Expo were taken as the research object. SPSS was applied to verify the hypothesis of this research with descriptive statistical analysis, reliability analysis, exploratory factor analysis, correlation analysis, and regression analysis. This study found that risk perception can be divide into domestic risks and international risks. Coping perspectives can also be divided into reaction efficiency and self-efficacy. There is a positive correlation between risk perception and coping perspective factors. In addition, the perceived risk of Covid-19 has a positive relationship with coping perspective, especially the perceived international risk of the pandemic. The research results contribute to the progress of protection motivation theory. In terms of practical management, it provides implications for the Tourism Bureau to organize domestic and cross-border tourism in the future, based on tourists' risk perceptions and coping perspectives. Design a safe travel itinerary that suits the needs and expectations of Taiwanese people, and provide health tourism-related products for tourists.

並列關鍵字

domestic risk ； international risk ； reflection efficiency ； self-efficacy