| Abstract: | 本研究旨在探討親子出國旅遊動機與主題旅遊選擇之研究，並進一步分析不同背景屬性的受訪者在前述二變項之差異。本研究採用便利抽樣滾雪球的方式發放問卷，共發出320份問卷，回收有效問卷287份，有效問卷回收率為89.69%，所得資料以描述性統計、信度分析、獨立 t 檢定、單因子變異數分析和迴歸分析等統計方法來進行資料處理。研究結果發現如下：首先旅遊動機題項中以「為了和家人相處增進感情」認同度最高；主題旅遊選擇題項中以「與季節時分有關的旅遊，如賞楓、看雪、賞花、觀日或賞星之旅等」最受大家歡迎。此外，不同的「年齡」、「教育程度」與「出國方式」在親子出國旅遊動機與主題旅遊選擇上，都達到顯著差異。最後，迴歸分析結果顯示親子出國旅遊動機會對主題旅遊選擇呈現部分的正向影響。因此，本研究將依據研究結果提出若干建議，以供休閒相關業者及未來研究者參考。
This study proposes that the effect from travel motivation to thematic travel choice for family abroad travel. And further, to analyze the differences in demographics, and to discuss the relationships between them. The subjects were parents who have children under 18 years old and have family travel experience abroad. 320 questionnaires were sent out by using the convenience sampling with snowball sampling method, and 287 valid questionnaires were collected. With valid response rate of 89.69%.Surveying data were collected, processed and analyzed using the following statistic methods: descriptive statistics, Reliability Analysis , T-test, One-way ANOVA, and Regression Analysis. The results of data analysis were presented as follows：
First, in terms of traveling motivations, “Improving the relationship among family members” reached the highest level of recognition. In terms of traveling theme, “In seasonally-related tours, such as admiring maple leaves, viewing winter snows, admiring flowers, sun gazing or star gazing tours.” was most welcomed by everyone. Second, different age, educational level and going abroad methods have achieved significant differences in motivation and theme travel for family travel abroad. Finally, the regression analysis results show that family travel motivation abroad have significantly positive effects on the theme travel.
Therefore, According to this study results, some suggestions are offered to the leisure-related industry and further studies. |
