不同社會階層家庭國外旅遊支出之世代分析

Generation Analysis of Expenditure for Traveling Abroad Within Different Social Stratum Families

鄧碧珠(Pi-Chu Teng)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系/碩士(2009年)

摘要

摘 要
隨著社會結構及生活型態的轉變，臺灣家庭對休閒觀與消費習性有明顯的變化，近年來旅遊市場迅速成長，出國旅遊已成為國人休閒生活中重要的一環。本研究資料取自行政院主計處家庭收支調查原始電腦檔，將不同社會階層家庭戶長依年齡分層、縱斷面的時間歷程，以1991年至2006年間每5年作為區隔單位，分成熟年世代、嬰兒潮世代、X世代與Y世代四組世代。分別探討不同世代與時期家庭國外旅遊支出之差異與不同世代家庭之社會階層（可支配所得、教育程度、職業）對國外旅遊支出的影響，以提供相關業者制定市場行銷策略之參考。
本研究將分析資料分為全數樣本及扣除零支出資料兩部分，探討不同世代與時期家庭平均國外旅遊支出變化及其差異情形。研究發現家庭國外旅遊支出高點出現在有錢有閒的嬰兒潮世代，以單因子變異數分析統計方法檢定結果，不同世代與不同時期家庭其國外旅遊支出均存在顯著性的差異。而各世代家庭國外旅遊支出高點均分布在可支配所得120萬以上高所得族群；家庭戶長擁有專科、大學以上高教育程度者；家庭戶長職業為管理階層者。經雙因子變異數分析統計方法檢定結果，各世代之不同可支配所得、戶長職業、戶長教育程度家庭，其國外旅遊支出有顯著性差異。

關鍵字：社會階層、家庭、國外旅遊、世代分析

關鍵字

家庭 ； 國外旅遊 ； 世代分析 ； 社會階層

並列摘要

Abstract
Families in Taiwan are going through a transition in terms of their leisure and consuming habits accompanying the changes in societal structure and lifestyle. The accelerated growth of the tourism market in recent years demonstrates the fact that traveling abroad is now an important aspect of the citizens'' leisure life. Using the original computer files on surveys of household incomes acquired from the Directorate-General of Budget, Accounting and Statistics, Executive Yuan, heads of households from different societal sectors are divided according to age and the progression of time as the profile, into the generations of "Independent Years", "Baby Boomers", "X" and "Y", respectively using the time period between 1991 and 2006 with 5-year intervals. The purpose is to explore how the difference in expenditure for traveling abroad in the context of different generations and households, as well as how the households of different generations in various social stratum (disposable income, level of education, profession, et al) influence their spending on traveling abroad, such that suggestions can be provided to relevant business operators in the making of marketing and sales strategies.
The data for analysis in this study is divided into two parts, namely entire samples and samples excluding zero expenditure, to explore the change and difference in spending on traveling abroad in the context of households of different generations and time periods. It is the finding of this study that the peak for spending on traveling abroad occurs at the Baby Boomer generation, the people therein having both money and time. There is a significant difference in spending on traveling abroad with households of different generations and different time periods using One-way Analysis of Variance, ANOVA as the testing method. The peaks for spending on traveling abroad amongst the households of different generations are distributed among income groups with disposable income over 1.2 million NT Dollars (NTD); the heads of these households mostly hold college or university degrees; the heads of these households are of managerial level. Through the use of the testing method of Two-way Analysis of Variance, ANOVA there are significant differences with regards to the disposable income of various generations, professions of the households and the levels of education in relation to spending on traveling abroad.

Keywords: Social stratum, family, traveling abroad, generational analysis

並列關鍵字

Social stratum ； family ； traveling abroad ； generational analysis

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