影響銀髮族保健旅遊參與意願之初探─以台中地區長青學苑為例

An Exploratory Study on the Influence of Wellness Tourism’s Participation for the Senior–An Empirical Case of Elderly College in Taichung Area

張麗雪(Li-Hsueh Chang)

指導教授 ： 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2009年)

摘要

銀髮族隨著年齡增加身體逐漸老化以及有較多的休閒時間，而可能產生對保健及旅遊有較高的需求，是保健旅遊值得加以開發的市場。為此，本研究從銀髮族的保健認知、旅遊動機程度來探討其對參與保健旅遊意願之影響。
本研究以台中地區長青學苑年滿55歲以上之銀髮族學員為研究對象，採郵寄問卷的方式進行問卷調查。在回收的429份有效問卷中，以女性居多，年齡多在60-64歲，教育程度以國中以下居多，婚姻狀況多為已婚，有子女，且多與配偶及子女同住，經濟來源多為領有退休金，自覺經濟狀況及健康狀況尚可，以軍公教退休人員及家庭主婦居多。保健認知、旅遊動機及參與保健旅遊意願都在中上的程度。經由迴歸分析的結果顯示，保健認知與旅遊動機對參與保健旅遊意願皆呈現顯著正向影響關係，以旅遊動機之影響程度較大。再經由MANOVA分析，顯示在保健認知方面，僅「性別」、「年齡」、「教育程度」、「婚姻狀況」、「經濟來源」、「是否已退休」對保健認知具顯著差異；在旅遊動機方面，僅「年齡」、「教育程度」、「婚姻狀況」、「居住情況」、「經濟來源」、「是否已退休」、「目前或退休前職業」對旅遊動機具顯著差異；在參與保健旅遊意願方面，僅「自覺經濟狀況」、「自覺健康狀況」對參與保健旅遊意願具顯著差異，其他個人背景變項特性則無顯著差異。
因此，本研究建議：(一)提供未使用成人免費健檢者，參與保健旅遊享有補助(二)加強相關業者的合作與共同行銷(三)行銷重點儘量以整體保健的角度來著力(四)加強規劃體驗學習與健康促進的活動(五)以傳統保健方式為主，研發適合銀髮族口味的有機養生餐飲，來提高銀髮族參與保健旅遊的意願。

關鍵字

銀髮族 ； 保健認知 ； 旅遊動機 ； 參與保健旅遊意願

並列摘要

Because of ageing body and more free time for the senior, which may increase the possibility for the requirement on wellness and tourism, and hence a market worth developing. Therefore, this research tries to explore the influence of wellness cognition and level of travel motivation on wellness tourism’s participation.
This research targets seniors over 55 years old at elderly college in Taichung area, and mailed questionnaires were used. The results showed that most of the 429 valid returned questionnaires were female, age between 60 and 64 years old with education below junior high school.Most of them were married, and lived with their spouse and children. Major economic source is pension. They believed their economic condition and health status fairly well. Most of them are retired government personnel, teachers or military personnel or housewives.They have above medium level in wellness cognition, travel motivation and wellness tourism’s participation. From the result of regression analysis, wellness cognition and travel motivation have significantly positive influence on wellness tourism’s participation. However, travel motivation has greater influence. From MANOVA analysis, in wellness cognition, only “gender”, “ age”, “ education level”, “ marital status”, “economic source”, and “retired or not” show significant difference; in travel motivation, only “age”, “education level”,“marital status”,“living condition”,“economic source”, “retired or not” and “current occupation or occupation before retirement” show significant difference. In wellness tourism’s participation, only “self-felt economic condition”and“self-felt health condition”show significant difference. Other personal background variables show no significant differences.
Therefore, the research suggests: (1) providing seniors those who did not use free health examinations with wellness tourism subsidy, (2) enhancing cooperation and mutual marketing with business proprietors, (3) emphasis of overall wellness in marketing, (4) enhancing planning of activities in experience learning and health promotion, and (5) in traditional wellness methods, studying organic healthful food for the taste of the senior to increase their wellness tourism’s participation.

並列關鍵字

the senior ； wellness cognition ； travel motivation ； wellness tourism''s participation

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