本研究為探討女性在不同背景的個人屬性影響下,所產生的旅遊動機及旅遊行為,根據馬斯洛(1970)需求層次理論列出「紓解壓力動機」、「社交動機」、「購物動機」及「自我實現動機」四項較重要的因素來探討。另討論「人口統計變項」和「旅遊行為」的相關性。研究範圍及對象以台灣地區十六個縣市、十八歲以上有出國經驗的女性為母群體,使用分層立意抽樣方式共發出525份問卷,有效問卷450份,回收率答85.7%。運用信度分析(Reliability Analysis)、描述性統計(Descriptive Analysis)、單因子變異數分析(One-way ANOVA)、卡方檢定(Chi-Square Test)等方法進行資料分析與彙整,研究結論: (一)有出國經驗的女性以已婚為多數,喜歡和配偶子女一起參加以觀光遊覽為目的短天期旅行團的出國旅遊方式,理想團費為20000~40000元。 (二)不同背景的「人口統計變項」在「旅遊動機」和「旅遊行為」有顯著差異性。 (三)不同背景的「人口統計變項」和「旅遊行為」有顯著差異性。 希望藉由上述分析結果提供相關單位及業者參考,而對其旅遊產品詳加規劃及擴大行銷策略有所助益。
The purpose of this study was to investigate the travel motivations and travel behaviors of influenceing on difference attributes of female. Appling four factors of Need-hierarachy (A. Maslow 1970), including the motivation of relieve pressure, the motivation of social contact, shopping motivation, and the motivation of self achievement. Discussion the correlations between the travel behavior and the variables of the demographics. Those who were under 18, and experienced in travel abroad among 16 cities(counties) in Taiwan. There were 450 questionnaires in the survey, analyzed through reliablility analysis, descriptive analysis, one-way anova, chi-square test to exam the variables. The results indicate that: (1) The most female in the samples are married, they prefer travelling abroad with their husband and children, and short days package within NT$ 20000~40000 would be better than others. (2) There are significantly differences among the different variables of the demographics, travel motivation, and travel behavior. (3) There are significantly differences between the different variables of the demographics, and travel behavior. The study expects to offer the related institutions and traveling agencies references for planning and expanding their products in the future.