- 學位論文
新冠肺炎疫情對於臺灣國人旅遊之遊憩行爲與偏好的影響
The impacts of COVID-19 pandemic on recreation behaviors and preference of domestic travel in Taiwan
摘要
臺灣於2020年年初出現首例新冠肺炎疫情確診案例，疫情傳染力極強，影響範圍為全球各國，對於觀光旅遊產業造成嚴重的威脅與衝擊，各國皆進行出入境管制，也限縮了國人休閒旅遊模式。本研究旨在瞭解於不同疫情階段，國人之疫情認知與國內旅遊行為之變化，以供有關單位在後疫情時代瞭解國人旅遊偏好與需求，以能快速因應未來觀光旅遊產業的發展變化。 截至2021年5月31日，本研究依據臺灣COVID-19疫情的發展，將國內疫情分成五個階段，分別為疫情初始期（2020年1-4月）、疫情趨緩期（2020年5-6月）、疫情控制期（2020年7-12月）、疫情升溫期（2021年1-3月）、疫情爆發期（2021年4-5月），以居住在臺灣的國人為對象，運用網路問卷便利抽樣方式，調查不同疫情階段國人的國內旅遊行為與偏好，並針對個人防疫行為、臺灣疫情認知、國內旅遊風險認知與旅遊滿意度等構面，比較各階段之間的差異，並進一步瞭解各構面之間的相關性。 研究結果顯示，在不同疫情階段國人之「防疫行為強度」、「臺灣疫情認知」、「國內旅遊風險認知」、「國內旅遊偏好」、「國內旅遊滿意度」，皆呈現顯著差異，此外，在疫情趨緩期（2020年5-6月）之後，國人的防疫行為強度、臺灣疫情認知和國內旅遊風險認知皆持續下降，到疫情升溫期（2021年1-3月）時達到最低，直到疫情爆發期（2021年4-5月）才激升。而不同構面彼此的相關性，防疫行為強度與臺灣疫情認知、國內旅遊風險認知呈現低度正相關，可知國人認知到臺灣疫情和國內旅遊風險的高低仍低度影響其防疫行為的強度；臺灣疫情認知與國內旅遊風險認知則呈現中高度正相關，顯示國人認知臺灣COVID-19疫情愈嚴重時，也認為國內旅遊風險愈高；而在國內旅遊滿意度，則與個人防疫行為強度無顯著相關，但與臺灣疫情認知和國內旅遊風險認知呈現低度的負相關，顯示個人認知到國內疫情愈嚴重和國內旅遊風險程度愈高時，其在國內旅遊之滿意度會隨之降低。
並列摘要
The first confirmed case of the new crown pneumonia epidemic appeared in Taiwan in early 2020. The epidemic is extremely contagious and affects all countries in the world. It poses a serious threat and impact to the tourism industry. All countries have implemented immigration control and restricted Taiwanese leisure travel modes. This study aims to understand the changes in the awareness of the epidemic and domestic tourism behaviors at different stages of the epidemic. The relevant organizations or angencies can understand the people’s travel preferences and needs in the post-epidemic era, so as provide a prompt response to the development and changes of the tourism industry in the future. As of the end of May, 2021, acoording to the process of the COVID-19 epidemic in Taiwan, this study divided the domestic epidemic into 5 stages, namely the initial period（January-April, 2020）; the mitigation period (May-June, 2020); the control period（July-December, 2020）; the aggravation period（January-March, 2021）; and the outbreak period （April-May, 2021）. The online questionnaire in convenient sampling collected Taiwanese domestic travel behaviors and preferences at different stages of the epidemic. The study compared the differences between the various stages in terms of personal epidemic prevention behaviors, awareness of Taiwan epidemic, domestic travel risk perception, and travel satisfaction as well as examined the correlations between these varibles. The results of the study showed that the "intensity of epidemic prevention behavior", "awareness of Taiwan epidemic", "domestic travel risk perception", "domestic travel preference" and "domestic travel satisfaction" have significant differences among 5 stages of the epidemic. After the mitigation period （May-June, 2020）, the intensity of Taiwanese epidemic prevention behaviors, awareness of Taiwan epidemic and domestic tourism risk perception have continued decreasing, reaching the lowest level in the aggravation period （January-March, 2021）, and rose sharply in the outbreak period （April-May, 2021）. Furthermore, the intensity of epidemic prevention behaviors showed a positive correlation with awareness of epidemic and domestic tourism risk perception. Awareness epidemic and domestic travel risk perception are positively correlated with each other. It indicated that when Taiwaneses perceive more severe COVID-19 epidemic in Taiwan, they perceive higher risk of domestic travel. Domestic travel satisfaction is not significantly correlated with the intensity of epidemic prevention behaviors, but negatively correlated with awareness of epidemic and domestic travel risk preception. It indicated that more epidemic severity and travel risk individuals perceive, the lower travel satisfaction they get.