熟年世代對觀光商品需求之研究

Research of Mature Generatiou’s Demand on Tourism Products

施鴻琳(Hung-Ling Shih)

指導教授 ： 鄭政宗

朝陽科技大學/管理學院/休閒事業管理系/碩士(2015年)

摘要

本研究目的在了解熟年者對觀光商品需求。以自編「休閒態度、旅遊經驗及觀光商品需求調查問卷」為工具，針對50-64歲熟年者為研究對象，採立意抽樣方式進行抽樣，獲得有效問卷388份。
本研究以獨立樣本t 檢定比較不同性別在休閒態度、旅遊經驗及觀光商品需求的差異，再以獨立樣本單因子變異數分析比較不同年齡、教育程度等在休閒態度、旅遊經驗及觀光商品需求的差異，以薛費法 (Scheffe’ method) 進行事後比較，最後以多元迴歸分析探討休閒態度及旅遊經驗對觀光商品需求之影響。
研究結果如下：熟年者的休閒態度對觀光商品之需求具有顯著的影響，尤其在「休閒情感」與「休閒行為」兩者尤其明顯；旅遊經驗亦對觀光商品之需求具有顯著的影響，尤其在「思考經驗」上最為明顯；而休閒態度與旅遊經驗兩者愈顯著，其對觀光商品需求度就愈高。本研究結果可作為觀光規劃者、推展者、熟年者及未來研究之參考。

關鍵字

觀光商品需求 ； 旅遊經驗 ； 休閒態度

並列摘要

This study aims at exploring the need for tourism commodities of senior citizens. A questionnaire survey of elderly leisure attitudes, traveling experience, and the need for tourism commodities was used and the research subjects by judgement sampling were people aged from 50 to 60 years old. 388 valid questionnaires were collected.
Several statistical methods are applied in this study. The independent sample t-test compared the differences between male and female on leisure attitudes, traveling experience and the need for tourism commodities. Then the independent sample one-way analysis of variance compared the differences of different ages and education levels on leisure attitudes, traveling experience and the need for tourism commodities. Scheffe’s method was also presented and calculated for the purposes of comparison. Finally, the multiple stepwise regression analysis investigated the impact of leisure attitudes, traveling experience and the need for tourism commodities.
The results were as follows: senior citizens’ leisure attitudes had a significant impact on the demand for tourism commodities, particularly in “leisure affection" and "leisure behavior". Traveling experience also had a significant impact on the demand for tourism commodities, especially in "reflections experience". The more significance of leisure attitudes and traveling experience was, the higher need for tourism commodities became. Hence, such results of this study will provide the future reference for tourism designers, promoters and senior citizens.

並列關鍵字

demand on tourism products ； traveling experience ； leisure attitudes

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