台灣人前往北海道旅遊行為意圖之研究

Abstract

日本一向是台灣人海外旅遊的首選地，其中北海道更是近年來廣受台灣人喜愛的旅遊目的地之一，北海道在日本旅遊市場中炙手可熱，至今將近10年過去，北海道仍然以豐富的自然景觀、美食等觀光資源為日本代表性的旅遊景點。因此，本研究以計畫行為理論為基礎，探討北海道吸引台灣人前往的潛在因素。研究對象以年滿18歲以上的國民且設籍於台灣為主，採用問卷調查法進行資料收集，共發放540份問卷，回收510份，有效回收率為94.4％，去除未填完問卷廢卷後有效問卷為502份。研究結果發現受試者以女性多於男性；年齡以30-39歲之間為最多；居住地以北部地區為主；職業以上班族最多；教育程度以大學/專科為主；婚姻狀況以已婚最多；月收入以30,001元～40,000元最多；日本旅遊經驗以1～2次經驗最多；日本平均旅遊費用以30,001元～40,000元最多；如何獲得北海道旅遊資訊以旅遊雜誌、旅遊書和報紙最多。另外本研究顯示整體的受試者未來一年有47.0％願意前往北海道旅遊，而已去過的受試者則未來一年有59.3％願意前往北海道旅遊，且無論是否去過的受試者的意圖對於態度、主觀規範、行為控制知覺等都表示正向的認知。以迴歸分析來瞭解影響前往北海道旅遊行為意圖中，「態度」、「主觀規範」與「行為控制知覺」三個變項皆達顯著水準，特別是行為控制知覺影響力最大，主觀規範次之。而行為控制知覺中以「便利條件」、主觀規範以及態度中的「情感性信念」為主要影響因素。依據上述結果顯示態度、主觀規範及行為控制知覺影響受試者前往北海道旅遊的行為意圖，故應藉由多樣化的宣傳管道，積極地宣傳北海道的印象，並提供多元化的旅遊行程及旅遊資訊，以吸引更多重遊客造訪。

Japan has always been a favorite tourist destination for most Taiwanese. Hokkaido has been one of the most popular places in recent years. The characteristics of the abundant “aesthetics of natural scenery” and “diversity of delicious food” had made hallmarks for Hokkaido tourist business in the past 10 years. The present study is based on the theory of planned behavior to explore the potential factors of attracting Taiwanese tourists to Hokkaido. The sample subjects are Taiwanese who are both citizens and residents above 18 years old. There were 540 questionnaires distributed. The valid returns were 502 (total returns were 510, however 8 of them were not completed. Effective returned rate 94.4%). The results are as followings: (1) more females than males participated in this survey; (2) the majority of the respondents are of age 30-39 and reside in the northern region of Taiwan and are white-color workers; (3) the education level are predominant at university/college and most of them are married; (4) the average monthly income is about NT30001-40000; (5) most of the respondents who have ever visited Japan is about once or twice; (6) the majority of them spent approximately NT30001-40000 in Japan traveling; (7) travel magazine, book and news papers are the primary information sources for Hokkaido travel. In addition, the data from this study also show that about 47% of the respondents would like to visit Hokkaido within a year in the future, whereas about 59.3% of those who have been in Hokkaido would like to revisit Hokkaido again. This shows a positive recognition is geared towards attitude, subjective norm, perceived behavior control to the intentions of the respondents regardless whether they have visited Hokkaido or not. Based on the regression analysis on the effects of behavior intention regarding Hokkaido travel, three factors, i.e. attitude, subjective norm and perceived behavior control, have been identified and reached significant differences. It is noted that “perceived behavior control” has most influential effect, and the next is the “subjective norm”. Moreover, it has been shown that the “convenience” in “perceived behavior control”, “subjective norm” and the “affective” in attitudes constitutes the main influential factors. It is concluded that the “attitudes”, “subjective norm” and “perceived behavior control” affect the behavior intentions of respondents on Hokkaido travel. Therefore, it is suggested that should aggressively use multiple channels to advertise the scenery of Hokkaido and provide multi-facets on Hokkaido traveling journey as well as on Hokkaido travel information to attract more Taiwanese people in the near future.