東部海岸國家風景區遊客度假生活型態、旅遊動機與消費行為之研究

Abstract

本研究主要目的係探討東部海岸國家風景區遊客度假生活型態、旅遊動機與消費行為，並以東部海岸國家風景區遊客為研究對象，採用問卷調查法蒐集相關資料，問卷內容包含度假生活型態量表、旅遊動機量表、消費行為變項及人口背景變項。研究者採立意抽樣方式，預試問卷發放200份，正式施測問卷發放1,050份，有效問卷為915份，回收率87.48%。所得資料以PASW 20.0 進行資料處理，利用描述性統計、獨立樣本t檢定、單因子變異數分析、Scheffe事後比較方法與皮爾森績差相關分析等統計方法。本研究的結果與結論為：一、遊客度假生活型態主要為遠離日常生活型態。二、不同年齡層、教育程度、職業類別、婚姻狀況、子女狀況、每月旅遊支出的遊客在部分度假生活型態達顯著水準。三、遊客之旅遊動機主要為逃避放鬆動機；不同性別、年齡層、婚姻狀況、子女狀況、每月旅遊支出的遊客在部分旅遊動機構面達顯著水準。四、不同旅遊消費行為(旅遊次數、旅遊花費總金額及停留時間)在部分度假生活型態與旅遊動機因素達顯著水準。五、度假生活型態與旅遊動機構面皆達顯著正相關。本研究建議政府部門及旅遊業者針對不同度假生活型態與旅遊動機的遊客群予以分類，重視民宿的輔導與管理，協助民宿(或旅館)業者營造在地特色，強化民宿獨特性，輔導業者提升服務品質，建立自有品牌，善用網際網路平台，積極與遊客交流互動，採用異業結盟方式，規劃迎合遊客旅遊商品，設計緩慢、深度的套裝行程，使旅客在輕鬆的行程中感受景點的秀麗景致及文化內涵，並強化美好之旅遊經驗，以增加遊客之停留天數與重遊率。

This study aims to explore the tourist’ vacation lifestyle, travel motivation and consuming behaviors in the East Coast National Scenic Area. With participants of the East Coast National Scenic Area Visitor as the research subject, it adopts questionnaire survey to collect related information, including Vacation Lifestyle Scale, Tourist Motivation Scale, Consuming Behaviors and Demographic Variables of Tourist. The questionnaire survey was conduced by purposive sampling survey, with 200 pre-test questionnaires and 1,050 formal questionnaires given out respectively and retrieved 915 copies, the retrieve rate is 87.48%. The data are processed in line with PASW20.0, which are analyzed based on Descriptive Statistics, Independent Sample t Test, Independent Sample One-way ANOVA, Scheffe’s Method, and Peasons’s Product-moment Correlation Analysis. The results and findings are as follows: The tourists’ vacation lifestyles are mostly keeping away from their ordinary lifestyle. Visitors’ age, education, occupation, marital status, family state and monthly travelling expenses have a great impact on their vacation lifestyle. The visitors' tourist motivation are mostly keeping away from their ordinary lifestyle and getting relaxed. Visitors’ gender, age, marital status, family state and monthly travelling expenses have a great impact on tourist motivation. Various travelling consuming behaviors (Frequency of travel, the amount of travelling expenses and period of stay) exert a strong influence on partial vacation lifestyle and tourist motivation. Vacation lifestyle and tourist motivation have positive correlation with each other. With this study, we suggest that visitors should be classified with various vacation lifestyle and tourist motivation by government organizations and travel agents; take care of guidance and management for guesthouses, assist the owners of guesthouses or travel agents to promote local specialties, heighten the uniqueness of guesthouses, guide the proprietors to make service quality better, build up private brands, make good use of the Internet and have a nice communication with tourists, take the way of horizontal alliances to design popular tourist commodities, design slow and profound package tour, make tourists experience beautiful landscape and dramatic culture and emphasize the wonderful travelling experience to increase tourists' period of stay and revisiting willingness.