探討COVID-19後疫情時代，對COVID-19的恐懼、衛生安全、旅遊焦慮與旅遊意願關係之研究：兼論旅遊涉入之調節效果

A Study on the Relationship among Fear of COVID-19, Hygienesafety, Travel Anxiety, and Travel Intention in Post-COVID-19 Pandemic: with the Moderating Effect of Travel Involvement

李尖尖(Poe Pwint Phyu)

指導教授 ： 戴有德博士

共同指導教授 ： 陳靜怡博士(Ching-I Chen)

國立暨南國際大學/管理學院/國際企業學系/碩士(2023年)

https://doi.org/10.6837/ncnu202300027

摘要

摘要

自2019年12月傳染性極高的流行病COVID-19開始以來，旅遊業和酒店業備受影響。許多遊客對旅行過於焦慮。因此，了解對Covid-19的恐懼和衛生安全感如何影響旅行意向，對於Covid-19之後的許多目的地來說至關重要。本研究的目的是找出對Covid-19的恐懼、衛生安全感和旅行焦慮與台灣旅行者在Covid-19大流行後的旅行意向之間的關係。問卷內容包括背景信息、對Covid-19的恐懼、衛生安全感、旅行焦慮、旅行意向和旅行參與。數據是通過對500名停留在台灣的受訪者的調查收集的，收回的420份問卷是有效的。數據分析的方法包括描述性統計分析。確認性因子分析被用來測試綜合可靠性、判別有效性和收斂有效性。採用多元回歸分析來檢驗研究假設。其結果顯示，對Covid-19的恐懼、遊客的衛生安全感、旅遊焦慮和Covid-19大流行後的旅遊意向之間的關係以及旅遊參與的調節作用得到證實。結果顯示，對Covid-19的恐懼和旅行焦慮對旅行意向有負面影響。而且還闡明了遊客的衛生安全感對旅行焦慮有積極的影響。此外，旅行參與可以調節對Covid-19的恐懼、衛生安全感和旅行焦慮之間的關係。介紹了未來的研究和實踐的意義。

關鍵字

對 Covid-19 的恐懼 ； 遊客的衛生安全感 ； 旅遊焦慮 ； 旅遊意向 ； 以及旅遊參與度

並列摘要

Abstract

The tourism and hospitality industry has been deeply disrupted by the COVID-19 pandemic since its inception in December 2019. Many tourists are too anxious to travel. Thus, understanding how fear of Covid-19 and hygiene safety perception influence travel intention is crucial for many destinations in post-Covid-19. This research aims to find out the relationship between fear of Covid-19, hygiene safety perception, and travel anxiety toward travel intention among travelers in Taiwan during the post-Covid-19 Pandemic. The questionnaire includes background information, fear of Covid-19, hygiene safety perception, travel anxiety, and travel intention and travel involvement. The data was collected via a survey of 500 respondents who are willing to travel in the post-covid19 pandemic and 420 returned questionnaires were valid. The methods of data analysis include descriptive statistical analysis. Confirmatory factor analysis was used to test the composite reliability, discriminant validity, and convergent validity. Multiple regression analysis was used to test the research hypotheses. The results of this revealed that the relationship between fear of Covid-19, tourists’ hygiene safety perception, travel anxiety, and travel intention in the post-Covid-19 pandemic and the moderating role of travel involvement was confirmed. Results show that fear of Covid-19 and travel anxiety negatively impact travel intention. And also clarified tourists’ hygiene safety perception positively impact travel anxiety. Furthermore, travel involvement moderates the relationship between fear of Covid-19, hygiene safety perception, and travel anxiety. Future research and implications of practices are presented.

並列關鍵字

fear of Covid-19 ； tourists’ hygiene safety perception ； travel anxiety ； travel intention ； travel involvement

參考文獻

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