旅遊活動屬性對遊客旅遊消費支出影響之研究－Tobit Regression Model

The Effect of Travel Activity Types on Travel Expenditure

謝淑芬

《臺灣地方鄉鎮觀光產業發展與前瞻學術研討會論文集》 2008年度 (2008/05) Pp. 123-134

https://doi.org/10.29938/TWTOURISM.200805.0123

摘要

本研究旨在了解遊客旅遊活動的性質對旅遊消費支出的影響，透過對烏來地區遊客之問卷調查，得到有效樣本數316份，並以F 與T檢定，以及eta值，進行模型變數的篩選，再進行TOBIT分析，之後再利用L.R檢測與訊息測度指標－AIC與BIC，進行模型之比較。研究結果發現，搭乘遊覽車、年齡41歲以上、當天來回、職業爲軍公教、遊客未婚、自行開車、溫泉活動參與對旅遊消費支出有顯著影響。尤其溫泉活動的參與對整體模型有顯著的貢獻，未來在做相關研究時可考慮旅遊活動變項的加入。烏來地區的旅遊業者應加強溫泉產品品質與規劃，始能提升遊客之消費意願。

關鍵字

旅遊活動 ； 旅遊消費 ； 溫泉

並列摘要

This study aims to understand the impact of travel activity types on travel expenditure. This research was conducted through the assessment of questionnaires collected from 316 tourists in the Wulai scenic area. The results were analyzed using a T-Test, ANOVA, and eta correlation ratio in order to select variables. Next, we used the Tobit regression model to examine the effect of the relevant variables on travel expenditure. In order to compare various models, the author attempted to employ the Likelihood Ratio test, Akaike information criterion (AIC) and Bayesian information criterion (BIC) measures. The results of the research demonstrate that travel expenditures are significantly affected by factors such as transportation, marital status, age (over 41 years), duration of stay, occupation, and activity of hot spring soaking. Above all, the addition of the variable of hot spring soaking will provide a better model fit in predicting travel expenditure. We suggest that travel activity can be used as an independent variable in related future studies. Therefore, this research was carried out with the aim of demonstrating that the hot spring enterprises need to provide better service quality and effective marketing strategies for their product as travelers are willing to spend more.

並列關鍵字

travel activity ； travel expenditure ； hot spring