這幾年,日本不斷出現以一個人為目標的商業模式,且國外研究亦指出單獨旅行成長最為快速。根據資料顯示,目前全台有將近800萬的人,是處於單身或兩人家庭的「類單身」生活形態。對照國內現況,發現台灣也跟上國外趨勢,正走向「一個人的經濟」的社會發展階段,愈來愈多人從事單獨旅行。因此,本研究旨在探討單獨旅行者從事單獨旅行之旅遊動機、阻礙因素與旅遊目的地選擇關係研究。研究的焦點是在單獨旅行者個別屬性之性別、婚姻、年齡、教育程度、職業、個人每月收入、居住地、單獨旅行方式、單獨旅行次數及曾單獨旅行的目的地對「單獨旅行之旅遊動機」、「單獨旅行之阻礙因素」與「旅遊目的地選擇」等構面是否具有顯著性差異;及探討「單獨旅行之旅遊動機」、「單獨旅行之阻礙因素」與「旅遊目的地選擇」等構面相互之間是否具有正向相關。研究方法使用量化研究設計,分析工具運用SPSS統計軟體進行信度分析、描述性統計分析、因素分析、獨立樣本T檢定、單因子變異數分析與相關分析等方法進行資料分析,並驗證研究假設是否成立。(一)單獨旅行者之個別屬性對「單獨旅行之旅遊動機」、「單獨旅行之阻礙因素」與「旅遊目的地選擇」具有部分顯著性差異;(二)「單獨旅行之旅遊動機」、「單獨旅行之阻礙因素」與「旅遊目的地選擇」各構面相互之間顯示正向關係。最後研究結果歸納出單獨旅行者從事單獨旅行時之旅遊動機、阻礙因素與旅遊目的地選擇的特性與差異,以供旅遊產業相關業者作為日後經營之參考,並對後續研究提出建議。
According to recent census and literature indicate that solo travel is among the fastest growing segments, driven by shifts in social structures as well as lifestyles. An active, aging population, the phenomena of childless couples and later marriage, and especially a rising population of singles have combined to produce a substantial change in travel and leisure demands. A rising population of singles has combined to produce a substantial change in travel and leisure demands. More and more people travel alone. However, the main objective of this study is to understand sole travel motivations, constraints and destination choices, and investigate the causal relationships between these three variables. A convenient sample of about 322 solo travelers is surveyed using SPSS and LSD to implement descriptive statistics analysis, reliability analysis, factor analysis, analysis of variance, and correlation analysis to establish an efficient model to measure the inter-relation of solo travel motivations, constraints and destination choices. The results showed that: (a) the solo travelers attributes has partially positive impact on “solo travel motivations”, “solo travel constraints” and “travel destinations choice”; and (b) the correlation among the aspects of these three variables has direct positive effect on one another. The results of this study provided the tourism industry as a reference for future operations and recommendations for future research.