休閒觀光意識強化加上經濟不景氣影響,在消費支出相對緊縮之下,國外旅遊支出卻持續成長。再者,生活在同一時代或經驗相同事件的人,可能歷經相同情況而產生出相似的行為或想法,因此探討影響不同世代家庭國外旅遊消費支出的因素是值得探討之議題。 本研究利用行政院主計處「台灣地區家庭收支調查報告」進行研究,以瞭解家庭中不同世代的國外旅遊消費行為。並利用Double-Hurdle模型分析家庭國外旅遊參與決策與消費決策,期能瞭解台灣家庭國外旅遊支出之消費特性。研究結果顯示,在不同世代家庭國外旅遊支出方面,以世代4至世代6為有較多國外旅遊支出,而以世代7至世代11最少;且世代5至世代11的戶長會隨著年齡的增加而逐漸提高家庭國外旅遊支出,相反地世代1至世代3的戶長則會隨年齡的增加而逐漸減少旅遊支出。而教育程度越高、職業為管理階層、居住於台北市、家中無12歲以下小孩之家庭國外旅遊支出亦較高。 此外,可支配所得對11個世代的家庭國外旅遊支出具正向影響,其餘依變數僅影響部分世代家庭的國外旅遊支出。且發現戶長教育程度及戶長職業在較年輕的世代已無顯著影響;而家中人口數對家庭國外旅遊參與意願具有正向影響,但在消費支出階段卻是負向影響。 為此,本研究建議旅遊業者,可以利用不同世代之女性戶長、可支配所得較之家庭,來作為市場區隔的工具,進而提高市場佔有率。
Because of the effects of sightseeing consciousness strengthening and economic recession influence, outbound travel expenditure grows continually, despite the decrease of consumer expenditure. Also, those who live in the same time or have experienced same event, may have the similar behavior or concept. Therefore, it is worthy to find out the factors that may affect outbound travel expenditure for different cohorts. This study use the data of “Taiwan Family Income / Expenditure survey Report”, which were collected by Executive Yuan Directorate-General of Budget Accounting and Statistics. And the Double-Hurdle Model method is used. The results show that cohort 4 to cohort 6 has more outbound travel expenditure, and cohort 7 to cohort 11 has the less expenditure. And head of families of cohort 5 to cohort 11 have more family outbound travel expenditure as their age increase, and the situation are reversed for cohort 1 to cohort 3. Furthermore, the higher education level, occupation for manage stratum, live in Taipei City and don’t have kid under 12 years old, the family outbound expenditure are also higher. Beside that, the disposable income has a positive significant effect on family outbound travel expenditure. Education level and occupation of head of household have no significant influence in younger cohort. Family population has a positive significant effect on family outbound travel participation, but a negative significant effect on outbound travel expenditure. Therefore, the study suggests that female head of household and family with higher disposal income could be used as a tool of marketing segment.