雙北地區國中家長對畢業旅行的考慮因素與願付價格之研究

Abstract

本研究旨在探討雙北地區國中家長對於畢業旅行的考慮因素與願付價格。畢業旅行為中小學階段重要的戶外教育活動，涉及學生學習歷程的總結與身心發展的延伸。考量學校主導行程設計，而實際費用多由家長負擔，故本研究以家長為研究對象，深入分析其對畢業旅行的認知與期望。本研究採用量化研究法，透過線上問卷蒐集雙北地區共366位國中生家長之有效資料。問卷內容涵蓋家長各種背景變項、對於孩子參加畢業旅行的考慮因素與不同畢業旅行情境下的願付價格，並採用描述性統計、變異數分析、邏吉斯迴歸與多元迴歸等方式進行分析。結果顯示，家長最重視的考慮因素為「安全性」，最不重視「經濟因素」；也發現家長的年齡與子女就讀學校會顯著影響其考慮因素；家長的年齡、收入與重視孩子潛在學習與感受程度，會顯著且正向的影響其願付價格。為深入了解家長的願付價格變化，本研究設計五種畢業旅行情境，針對家長對五種情境的同意率及願付價格分析，也發現部分背景變項或考慮因素對其有影響力。本研究強調家長為畢業旅行參與的關鍵利害關係人，其需求與考量不容忽視。建議學校與旅行業者能更了解家長觀點，強化安全管理、風險評估、賦予活動教育意涵，並評估合理價格區間，才能進一步提升畢業旅行的活動品質與參與度。This study aims to explore the factors considered and the willingness to pay (WTP) among junior high school parents in Taipei and New Taipei City regarding graduation trips. As a vital form of outdoor education in the elementary and secondary school stages, graduation trips play a significant role in both summarizing students’ academic journeys and supporting their holistic development. Given that schools typically design the itineraries while parents bear the costs, this research focuses on parents as the primary subjects to examine their perceptions and expectations toward graduation trips.A quantitative research approach was adopted, utilizing an online questionnaire to collect valid responses from 366 junior high school parents in the Taipei metropolitan area. The questionnaire covered background variables, factors influencing their decisions, and WTP across five hypothetical graduation trip scenarios. Data were analyzed using descriptive statistics, ANOVA, logistic regression, and multiple regression analyses.The findings revealed that “safety” was the most critical factor for parents, while “economic considerations” were the least emphasized. Parental age and the type of school their children attended significantly influenced their considerations. Additionally, parents’ age, household income, and emphasis on their children’s potential learning and emotional experiences positively and significantly affected their willingness to pay. The study also found that certain background variables and decision-making factors influenced both the acceptance rate and WTP across the five scenarios.This research highlights the role of parents as key stakeholders in graduation trip planning. It recommends that schools and travel agencies place greater emphasis on understanding parental perspectives, strengthening safety management and risk assessment, enhancing the educational value of trips, and establishing reasonable pricing strategies to improve both the quality and participation in graduation trips.