親子旅遊產品購買因素之階層分析-方法目的鏈之應用

Understanding the factors influencing family travel productpurchasing：An analysis of Means-End hierarchies

陳美惠(Mei-Hui Chen)

指導教授 ： 何昶鴛

朝陽科技大學/管理學院/休閒事業管理系/碩士(2011年)

摘要

家庭親子旅遊活動可凝聚家人情感，在市場上大多與一般旅遊產品混合銷售。然而，因家庭成員多，一旦受到消費者青睞，卻能銷售快速並且容易成團。因此，業者若能掌握消費者的需求，設計符合其需求的旅遊產品，則可創造出可觀的收益。本研究以方法目的鏈模式（Means-end chain model, MEC）為理論基礎，以軟式階梯法訪談45位參加家庭旅遊的消費者，深入探討消費者認為此一旅遊產品具有的屬性，參加旅遊之後所產生的結果以及蘊含的深層價值。
本研究獲得最重要5項屬性包括：行程規劃適合、親子同遊、有伴同行、有教育功能以及具休閒意義，9項結果為：充實知識常識、增加家人親密感、孩子建立正面的行為、孩子建立人際關係、紓解壓力、豐富孩子的生活體驗、孩子有活力、滿足旅遊的慾望、及子女有信心，以及4項價值包括：擁有美滿的家庭、幸福感、享受人生以及有成就感等。價值階層分析結果最值得注意的連結係父母具有成就感，其成就感來自因為孩子表現好而感到驕傲、欣慰、或滿意。由於旅遊使子女積極有活力、充滿自信心、在旅途中交到朋友、充實知識常識、擁有豐富的生活經驗，甚至建立正向的行為；而這些利益則是因為親子旅遊的三個屬性，包括：適合的行程規劃、具有教育功能以及孩子擁有遊伴。另一個值得注意的路徑則是從事家庭旅遊獲得二個重要價值：感受到幸福感或是自覺擁有美滿的家庭；而這些價值源自於旅遊活動帶來親子同遊的機會，增加家人相處的時間，增進了帶給家人之間的親密感。對於幸福感的感受亦可由適合的旅遊行程規劃與具休閒意義屬性，分別透過紓解壓力與滿足旅遊慾望等結果而獲得。家庭旅遊與一般旅遊相似之處，則是由適合的旅遊行程規劃與具休閒意義屬性，分別透過紓解壓力與滿足旅遊慾望等結果，達到「享受人生」價值。本研究之研究結果可作為旅遊業者設計與行銷相關產品的基礎。

關鍵字

方法目的鏈 ； 親子旅遊

並列摘要

Over the past few years, family travel has grown in popularity in Taiwan. This study extends the means-end approach to examine the factors associated with the experiences of travelers with a family, ranging from tangible attributes (i.e., travel characteristics), to the reasons for traveling and underlying personal values. By using the “laddering” technique and interviewing 45 subjects, the resulting linkages strengthen the ability to probe outcomes and values and derive cognitive representation of tourist behavior, including how family travel is related to the enhancement of personal values and to meeting their needs.
The research acquired five most important attributes, including: “appropriate itinerary planning,” “parents and children traveling together, ” “traveling with companions, ” “being educated,” and “being with significance of leisure”, nine benefits, including: “enriching knowledge of children,” “increasing family cohesion, ” “children behaving well, ” “children making interpersonal relationship, ” “to be able to relax, ” “enriching life experiences of children,” “children being energetic,” “satisfying the desire of traveling,” and “children being confident”, and five values, including: “happy family,” “happiness,” “fun and enjoyment in life,” and “a sense of achievement”. The hierarchical value map indicated three significant associations between attributes, consequences and values. The first one included the connections between: (a) appropriate itinerary planning and enriching knowledge of children; (b) enriching knowledge of children and enriching life experiences of children; (c) enriching life experiences of children and a sense of achievement, The second one included the connections between: (a) parents and children traveling together and increasing family cohesion; (b) increasing family cohesion and happy family; or (c) increasing family cohesion and happiness. As to the third concept, the attributes “appropriate itinerary planning” and “being with significance of leisure” were also mentioned and were linked to the outcome of “being able to relax”, being then subsequently linked to the value of “fun and enjoyment in life”. The research findings have important implications for practitioners interested in designing and marketing relevant products in general depth.

並列關鍵字

Means-end chain ； Family travel

參考文獻

羅希爾國際股份有限公司台灣分公司。

楊國樞（1997）。社會及行為科學研究法。台北市：東華書局。

陳貞吟、孫妤鑫（2008）。用心品味：小吃在遊客心中的意義與價值。

吳儀君（2005）。博物館觀眾之價值認知結構。未出版之碩士論文，國立成功大學系所，台南市。

曾光華、陳貞吟、張永福（2004）。以方法目的鏈探討旅客懷舊體驗的內