Motivations for Senior Group Package Tour Tourists

銀髮族較傾向參與組織型旅遊，亞洲許多國家地區中，團體套裝旅遊是最普遍及最受歡迎的組織型旅遊之一。有關銀髮族在參與團體套裝旅遊動機之研究較少，因此，本研究主要透過293位50歲以上銀髮族為樣本，進行調查分析。研究結果顯示在不同分群的銀髮族裡（輕鬆型、順從型及主動型）其所對應之旅遊行為及社經特性也會有所不同，譬如：主動型的銀髮族其特性為學歷普遍較高且旅行距離較長；反之順從型的銀髮族其所偏好旅遊目的地通常為東北亞國家（如：日本），且常透過其子女購買團體套裝旅遊。本研究的發現具有一定實務與學術意涵，而有關後續研究建議及限制在文末亦有深入探討。

關鍵字

旅遊動機；市場區隔；團體套裝旅遊；銀髮族

並列摘要

Seniors are the most likely to take part in organized tour. In Asia, the most popular organized tour is group package tour. However, very little efforts have been devoted to understanding travel motivation of senior group package tour tourists. The objective of this study was to examine the travel motivation of senior tourists participating in group package tours. A total of 293 Taiwanese senior tourists, 50 years of age or older were surveyed and asked for 18 reasons on how likely they were to take part in a group package tour Unique groups of seniors are identified, and differences in their group package tour behavior and sociodemographic characteristics are investigation. Finally, implications and areas for future research and travel marketers are discussed.

並列關鍵字

travel motivation ； market segment ； group package tour

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