公益旅行資訊需求與動機探究

Abstract

近年來不論是公部門或民間單位均致力推動青年參與國際服務，除了服務主體以外，亦包括旅行的成份，這樣的形式除了讓志工進行文化交流、服務人群和拓展人生經驗，同時也體驗在異國生活的挑戰和自我探索，又有學者稱作公益旅行。在過往的研究中較多關注在志工的學習成長、服務成效和組織運作方面，少以志工角色為主體，探討志工在從事公益旅程當中需要何種資訊解決問題或減少不安感。

本研究目的在瞭解從事國際公益旅行的資訊需求認知情況和動機傾向，並探討動機與資訊需求的相關情形。研究主要採用問卷調查法，以網路問卷形式，針對2012年至2015年已從事公益旅行的參與者進行調查，排除扮演資訊提供者角色較重且以志工團進行服務的民間組織參與管道來源。 研究結果發現：（1）志工參與公益旅行動機可分六類，分別為旅遊動機、同行暨有親友動機、利他動機、專案動機、生涯成長動機、外在證明動機；（2）參與公益旅行動機，以專案動機為優先，利他動機和旅遊動機分別次之；（3）參與動機具有多重組合現象，又以外在證明動機分別與生涯成動機和旅遊動機相關性較為顯著；（4）志工認知的資訊需求主題可分六類，分別為服務週邊規劃、旅行個人準備、服務執行內容、探索與分享、國家基本資訊、旅遊景點與其它；（5）志工從事公益旅行認知需要的資訊以國家基本資訊最高，其次為旅行個人準備和服務執行內容；（6）資訊需求主題之「國家基本資訊」與「探索與分享」各自與其它主題較具有相關性，而服務執行內容資訊獨立性高；（7）動機與資訊需求存在三種典型相關；（8）共有七項背景變項對志工動機或資訊需求主題具有差異。

依據上述八點，針對志工召募管理單位和個人提出綜合建議：（1）依本研究結果得出32種資訊需求與其分類，志工召募管理單位可以重新檢視資訊的編排並聚類相關的資訊，有意從事公益旅行者可以思索未來從事活動時的資訊藍圖；（2）召募管理單位可依動機與資訊需求的相關特質，給予志工需要強化或加強的資訊、課程或訓練；（3）組織需強化專案特色與區隔，個人需慎選服務計畫；（4）正視旅行動機在公益旅行中的角色。Recently, not only public sectors but also private units devote to promote the young to engage international service. Within the main purpose of international service, including the travel factors, it's also called volunteer tourism which lead the young to experience the cultural exchange and service activities, and to meet life-challenge and self-discovery abroad. In past studies, researchers concern about the issues of volunteers' learning and growing, effectiveness of the services and operation of the organization. In the volunteer tourism area, there are only few works discussing what sort of information volunteers need to solve their problems or reduce the anxiety during whole period.

This study attempts to reveal information need cognition and motivation intent of volunteer and bring to light what kind of correlation between information needs and motivations. This study focuses on the volunteers who completed services from 2012 to 2015 and adopts quantitative approach to collect data via Internet questionnaire. To avoid over non-volunteer initiative cognition of information, the volunteers who join volunteer tourism by private units and most volunteers in that service groups come from same country, do not match this research requirement.

The findings of this thesis are as follows: (1) There are six motivations of volunteers, which are travel, relatives and friends, altruism, project, career growth, and extrinsic prove. (2) The main reason of participating volunteer tourism is project motivation. The second and third motivations are altruism and travel respectively. (3) Multi-motivation combinations of volunteers are found. Combination 1 "career growth and extrinsic prove" and combination 2 "travel and extrinsic prove" are highly relevant respectively. (4) There aresix subjects of cognition of information needs, which are services related planning, personal trip preparing, service content, exploration and sharing, basic information of country , and tourist attractions and others. (5) The subject which volunteers mainly perceived is basic country information. The second and third subjects are personal trip preparing and service content respectively. (6) The subjects "basic country information" and "exploration and sharing" are highly relevant with other subjects and the service content is quite independent. (7) There are three canonical correlations between motivations and subjects of information needs. (8) Significant difference is found in volunteers' motivations among subjects of information needs by seven demographic variables.

Based on the results, this study proposes the following suggestions for volunteer recruitment units and volunteers. According to the six subjects of information need found in this study, volunteers could explore information for preparing trip and recruitment units could organize their information by relevance. Further, with the relevance of motivations and subjects of information need, the recruitment units could arrange courses and training or give information which volunteers’ desire or lack. Units should put in mind on strengthening the project features and segmentation, and volunteers should carefully pick up the project which is suit for them.