人格特質與生活型態對國人出國自助旅行意願之影響

The Influence of Personality Straits and Lifestyle on People's Willingness of Independent Traveling Abroad.

朱嘉瑩(Chia-ying Chu)

指導教授 ： 曾喜鵬

亞洲大學/管理學院/休閒與遊憩管理學系碩士在職專班/碩士(2008年)

摘要

自助旅行的成長已成為國際旅遊持續的一個趨勢，由於國內旅行業者的旅遊產品規劃仍以全備式現成產品（ready-made tour）為主，但隨著國人自助旅行人口的逐年成長，如何提供符合自助旅行者需求的產品，為國內旅遊業者必須面對的課題。 過去台灣有關於國人自助旅行的意願少有研究。而探討旅遊者心理與行為之重要因素，如人格特質、生活型態等課題之研究並不多見，生活型態及人格特質會影響遊客的消費選擇行為，國人在選擇出國旅遊方式時，是否也會受到其人格特質與生活型態的影響而有所差異？故本研究將試圖探討人格特質與生活型態對不同自助旅行意願族群的影響其與間關係之研究。 研究之主要目的在探討國人出國自助旅行的意願。利用集群分析將樣本分成三個族群，分別是低意願族群、中意願族群、高意願族群，並探討此三種族群的人口統計變項。進一步分析人格特質與生活型態對國人出國自助旅行意願的影響。 本研究於2009 年3 月至5 月間對曾出國旅行者進行問卷調查，共計回收312 份有效問卷。並使用敘述性統計、卡方檢定、信度分析、單因子變異數分析、集群分析、迴歸分析。研究結果指出：人口統計變項與自助旅遊意願各族群間呈部分顯著差異；人格特質與生活型態對國人出國自助旅行意願的影響呈部分顯著差異。另外本研究亦針對資料分析的結果加以推論，並對旅行等相關業者提出建議。

關鍵字

自助旅行 ； 人格特質 ； 生活型態

並列摘要

The increase of independent traveling becomes popular for the international tourism. The ready-made tour itineraries play an important role for most tour agencies. As for the growing number of independent travelers, our tour agencies have to face a task of new tour products development to meet the need of independent travelers.
In the past, there were only few research papers, which related to the favor of independent traveling. However, the study of travelers’ mind and emotion like personality straits and lifestyle are rare to find, either. Personality straits and lifestyle affect the choice of travelers spending. Will it make any difference when it comes to choose the way of traveling abroad? Therefore, this study worked on the affect of independent travelers’ population in between personality straits and lifestyle.
The purpose of this study was to work on the willingness of independent traveling abroad. Three groups were divided by cluster analysis, they were low independent traveling group, medium independent traveling group, and high independent traveling group respectively, and their population statistical variation has been discussed. Furthermore, the analysis of the willingness of independent traveling abroad carried out in between personality straits and lifestyle.
Three hundred and fifty questionnaires were sent to travelers who had ever traveled overseas in this study between March and April, 2009； In addition, three hundred and twelve questionnaires received (89% effectiveness). Descriptive analysis, Chi-square analysis, Reliability, One-way ANOVA, and Cluster analysis have carried out in the study. The result revealed that there is a partially significant difference in between population statistical variation and the willingness of independent traveling groups; a partially significant difference in between personality straits and lifestyle, and the willingness of independent traveling abroad; a partially significant difference in between lifestyle and the willingness of independent traveling abroad. Yet, the study offers some advice and suggestions to the related travel agencies based on the inference of data analysis.

並列關鍵字

Independent Traveling ； Personality Straits ； Lifestyle

參考文獻

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