大專院校教師海外旅遊行為及動機之研究

Oversea Travel Behavior and Motivation: Study of Taiwanese Teachers in Colleges and Universities

蔡善芳(Shan-Fang Tsai)

指導教授 ： 王素惠 ； 顏憶茹

國立臺中科技大學/商管學群/事業經營研究所/碩士(2005年)

摘要

本研究旨在探討大專院校教師海外旅遊動機和旅遊行為之現況及差異分析，並利用心理帳戶原則對『旅遊方式』及『支付海外旅遊費用來源』設置數個心理帳戶並探討其選擇不同心理帳戶時，情感反應為何。本研究採問卷調查方式針對全國大專院校教師進?資?蒐集，共得314份有效問卷。
研究結果發現：
(1) 應用因素分析分別萃取出：「自我促進」、「休閒放鬆」、「學術交流」、「學習體驗」、「情感增進」及「?展社交」等六項?遊動機因素。
(2) 個人屬性對旅遊行為之差異分析，發現「性別」、「?齡」、「職稱」、「任教校制」、「任教體制」、「婚姻?況」、「家庭成員組合」、「經濟來源」及「個人平均月收入」對?遊行為有顯著差?。
(3) 個人屬性對?遊動機之差?分析，發現「?齡」、「任教校制」、「任教體制」、「婚姻?況」、「家庭成員組合」及「個人平均月收入」對?遊動機因素有顯著差?。
(4) 大專院校教師旅遊行為包含：「出國時點」、「同行者」、「海外旅遊主要目的」、「海外旅遊是否有補助」，會受到?遊動機因素的影響而有所差異。
(5) 大專院校教師面對不同的旅遊心理帳戶選擇與「旅遊時點」、「旅遊天數」、「旅遊同伴」、「旅遊主要目的」、「是否接受補助」及「支付方式」有顯著差?。
(6) 大專院校教師面對不同的旅遊心理帳戶選擇時，在正面情感上有顯著差異。

關鍵字

旅遊動機 ； 心理帳戶 ； 旅遊行為

並列摘要

The purpose of this study was to understand the real situation of the universities and colleges teachers’ oversea travel behavior and motivation, and the relationship of both them among teachers. And according to the “Mental Account”, set two mental accounts in this study—travel types, and the source of oversea travel expenditures. To understand chosen different mental account are there any changes in emotional responses. The study collected 314 usable samples via a structured questionnaire survey.
Results of analysis are as follows:
(1) Using factor analyses, this study identified six motivation factors were extracted and named as ‘self enhancement’, ‘relaxation’, ‘academic exchange’, ‘learning & experiencing’, ‘emotion exchange’, and ‘social expanding’.
(2) There are significantly differences among the different variables of the demographics (gender, age, professional title, educational system, marital status, household member status, revenue stream, average monthly personal income) and travel behavior.
(3) There are significantly differences among the different variables of the demographics (age, educational system, marital status, household member status, average monthly personal income) and travel motivation.
(4) There are significantly differences among the different variables of the travel motivation and the travel behavior.
(5) There are significantly differences among the different variables of the travel mental account and the travel behavior.
(6) There are significantly differences in emotions among the travel mental account.

並列關鍵字

travel motivation ； mental account ； travel behavior

參考文獻

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