以方法目的鏈探討銀髮族旅遊價值內涵

An Exploratory Study on the Goal Value for Elderly Travel：A Means-End Chain Approach

方祖德(Tsu-Te Fang)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00022

摘要

人類的平均壽命不斷攀升，加上目前銀髮族的經濟能力、教育水平與公民素養均有提高，這樣的商機對旅遊產業來說是不斷地擴展與提高。因此本研究以方法目的鏈模型，並利用開放式問卷，對20位男性及20位女性之銀髮族進行一對一階梯式深度訪談，且逐步引導說出旅遊時，心中的價值內涵，並以內容分析法進行資料的編碼與分析，進而彙整出價值階層圖。研究結果發現：銀髮族旅遊屬性以地點及價格為多數人考量之要素；銀髮族旅遊結果為地點考量及情誼交流；安全感及放鬆需求為銀髮族旅遊主要追求的價值目標。本研究經過解析並探討其行銷策略上的意涵，提供業界實務上之運用及學界後續研究之參考。

關鍵字

銀髮族 ； 價值內涵 ； 方法目的鏈

並列摘要

The average human life expectancy continues to increase. With the rise of economic abilities, education levels and civic literacy of the elderly, the business opportunities are expanding and elevating progressively more for the tourism industries. Thus, this research is conducted in means-end chain model and used open-ended questionnaires to proceed with one-on-one in-depth ladder interviews with 20 male and 20 female elders, guiding them to express their intangible values during travel. To make the hierarchical value map, the research was based on content analysis and it proceeded with information coding and analysis. The results of the research show: the attributes of elderly travels are primarily made based on destinations and prices for most of the elders; the consequences of elderly travels are options considered and for sentimental interactions; sense of security and needs for relaxation are the main valued targets for the elders. This research has been analyzed and discussed with the meaning on marketing strategies and can be a reference for practical business utilization and further academic researches.

並列關鍵字

Elderly ； Value ； Means-End Chain

參考文獻

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