前銀髮族生活型態與國外旅遊行為及動機之研究

The study of pre-seniors’ lifestyle , travel behavior and motivation to overseas

張瑜容(Yu-Jung Chang)

指導教授 ： 陳宗玄 ； 葉美智

朝陽科技大學/管理學院/休閒事業管理系/碩士(2010年)

摘要

台灣地區由於經濟的變遷，近年來勞動人口有提早退休的現象，加上休閒意識的提升，使即將步入高齡族群的休閒旅遊需求，成為未來旅遊市場中非常重要的區塊。本研究主要探討以50歲以上至64歲即將步入高齡的前銀髮族其生活型態與國外旅遊行為及動機，並透過因素分析、集群分析及卡方檢定，以深入瞭解不同集群的前銀髮族參與國外旅遊動機之現況及國外旅遊需求。針對50歲以上至64歲即將步入高齡之前銀髮族為研究對象發放435份問卷進行資料蒐集，回收之有效問卷為413份。
根據研究結果發現前銀髮族旅遊主要動機為「參訪具有自然景緻的景點」、「為了放鬆身心/紓解壓力」、「為了參訪具有文化與歷史的景點」、「為了接觸世界各地的風土人情」及「想看一些特別/新奇的事物」。生活型態集群可將劃分為「生活價值」、「自主外向」及「健康家庭」。「生活價值群」主要職業集中在服務業，每月可自由支配的錢為10,001~20,000元；「自主外向群」主要職業集中在己退休，每月可自由支配的錢為20,001~30,000元；「健康家庭群」主要職業集中在服務業，每月可自由支配的錢為5,001~10,000元，三個集群之平均月收皆介於30,001~50,000元。受訪者不同的社經背景在生活型態及旅遊動機上呈現顯著性差異，針對上述結果希望能讓旅遊業者更了解前銀髮族的旅遊行為，針對需求以提供符合50歲以上至64歲前銀髮者更貼切的服務。

關鍵字

前銀髮族 ； 旅遊動機 ； 旅遊行為 ； 生活型態

並列摘要

Due to globaly economic changes, Taiwan’s labor force in recent years has heightened the phenomenon of early retirement. The leisure awareness of the early retired group makes the demands of pre-seniors become a very important resource of future tourism market.
This study focuses on the lifestyle, travel behavior and motivation of the pre-seniors to overseas and the seniors are between 50 years old to 64 years old .In order to further understand the pre-seniors’ travel motivation and demands to overseas, factor analysis, cluster analysis and hypothesis testing were used. 435 questionnaires were issued to the pre-seniors group (aged 50 to 64 ) and 413 valid questionnaires were collected.
The results show that the main travel motivations of pre-seniors are visiting the natural attractions, relaxing or relieving stress, visiting cultural and historical
attractions, experiencing different customs around the world, and enjoying special events while traveling. Lifestyle clusters can be classified as "life value", " independent outward " and " healthy families".The major occupation of "life value" group is tertiary industry (service industry). The discretionary money each month for this group is from NT$ 10,001 to 20,000. The major occupation of " independent outward " group focuses on the retired seniors whose monthly discretionary money is from NT$ 20,001 to 30,000. The occupation of " healthy families" group is also on the service industry. Their average monthly discretionary money is from NT$ 5,001 to 10,000. The monthly income of the above three groups is from NT$ 30,001 to 50,000. Respondents of different socioeconomic backgrounds show significant differences in the life style and travel motivation. The previous study of the pre-senior travel behavior is given to the tourism industry hopefully to provide a better and satisfactory service to the pre-seniors between 50 to 64 years old.

並列關鍵字

lifestyle ； travel behavior ； pre-seniors ； travel motivation

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