旅遊風險容忍度與旅遊階段關係之研究__臺灣人文及社會科學引文索引資料庫

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題名：	旅遊風險容忍度與旅遊階段關係之研究
作者：	陳瑞倫
作者(外文)：	CHEN, RUEY LUEN
校院名稱：	國立嘉義大學
系所名稱：	企業管理學系
指導教授：	王國欽蕭至惠
學位類別：	博士
出版日期：	2013
主題關鍵詞：	旅遊風險；容忍度；旅遊階段；自由列舉；重複量數分析；tourist risk；tolerance；travel phase；free-listing；repeated measures
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:1

過往旅遊風險的相關研究大多數是將旅遊風險的分類歸類，或從旅客或從領隊等單一角度去探討旅遊風險。本研究是第一個同時從旅客、領隊與旅行業者三個角度去探討旅遊風險的研究，也是第一個結合旅遊體驗階段探討旅遊風險容忍度的研究。本研究目的主要是探討旅客、領隊及旅行業者在七個不同的旅遊體驗階段中，各自最重視的旅遊風險事件認知，並比較其異同；並更進一步分析各旅遊階段的旅遊風險容忍度差異變化。經分層配額抽樣，採用自由列舉法，共訪談61位旅客、62位領隊及60位旅行業者，回收183份有效問卷。再透過ANTHROPAC軟體來判斷各旅遊階段之旅遊風險事件的排序。並採用SPSS重複量數分析，檢定單一各旅遊風險之容忍度在不同旅遊階段之差異。本研究結果分別得到旅客2,085筆、領隊1,861筆及旅行業者1,802筆資料，經專家整合成為旅客284項、領隊250項與旅行業者268項旅遊風險事件，並歸納為7大屬性共計28類旅遊風險。研究結果顯示個人因素被旅客認知為每個旅遊體驗階段都會出現的旅遊風險，雖然容忍度相對較高，但卻是行前解約的重要因素。在多階段出現的天然災害與人為禍害的容忍度會隨著旅遊階段不同而有顯著差異，而且越後面的旅遊階段容忍度越大。旅遊的實際旅程，以目的地體驗階段的各種風險容忍度較高，但購物例外。本研究根據結果獲得四項發現：一、在不同的旅遊階段，皆有不同的重要旅遊風險事件認知；二、旅客與領隊或旅行業者之重要旅遊風險事件認知差異僅存在於計畫旅遊階段與目的地體驗階段。三、在同一旅遊階段中，各種旅遊風險的容忍度不同。四、每單一類旅遊風險的容忍度會隨著旅遊階段不同而有差異。本研究在理論上補足了完整旅遊體驗階段的主要認知旅遊風險與重要利害關係人：旅客、領隊與旅行業者三者全角度的認知旅遊風險及各風險的容忍度，使得旅遊風險理論的知識從原本的分類深入到各旅遊階段不同認知風險的發現。在實務上，解讀了行前解約的主要衝突在於旅客與業者認知上的差距，並進而提出三項具體建議：一、建立風險基金概念，使得旅行業者能在風險發生的第一時間就能妥善處理；二、正視各個不同旅遊階段的主要風險與其容忍度，並運用在行程的安排與設計上及在不同階段關注不同的主要風險，因而可以降低各旅遊階段的主要旅遊風險發生率；三、同時也強化旅行業者對契約的重視與落實，以減少損失。最後針對各旅遊階段之重要旅遊風險及旅遊風險容忍度等交叉分析，提出後續研究之相關建議。

以文找文

The previous studies focused on categories of tourist risks from the point of view of tourists or from tour leaders. This study started to explore the full point of view among tourists, tour leaders, and travel agents regarding tourist risks. Furthermore, this study investigated tourist risks based on travel phases. The purpose of this study was to explore the perceived tourist risks that tourists, tour leaders, and travel agents worry about most in seven travel experience phases and to recognize the differences among tourists’, tour leaders’, and travel agents’ perceived risks, as well as, to analyze the differences of tolerance in every travel phase. A stratified quota sample of tourists, tour leaders and travel agents was surveyed. Free-listing method was used and ANTHROPAC software was applied for calculating the salience index judging the ranking of tourist risks in different phases of travel experience. SPSS repeated measures analysis was applied for calculating the difference of tolerance in all travel phases. In total, one hundred and eighty-three questionnaires were collected, 61 tourists, 62 tour leaders and 60 travel agents respectively. The results have been categorized from 2,085 into 284 tourist risk events of tourists, from 1,861 into 250 events of tour leaders and from 1,802 into 268 events of travel agents. All tourist risk events were categorized into 28 tourist risks in seven types of risk perception. The study results indicate that the personal reason was recognized as a tourist risk in every travel phase. Although the tolerance of personal reason was higher than other major tourist risks, it was the key element of tourists’ cancellation before departure. The tolerances of natural disasters and human forces were significant different in different travel phases, and the zone of width of tolerances were in a increasing curve from phase one to phase seven. The highest tolerance of tourist risks were in the fifth phase but shopping was excluded. According to the results of this study we found four facts: 1. There were different perceived tourist risk events in every travel phase. 2. The difference of perceived tourist risk events among tourists, tour leaders, and travel agents were only in the first phase and the fifth phase. 3. Difference of tolerance of tourist risks existed in every travel phase. 4. Travel phase impacted the tolerance of tourist risk. This study contributed the theory of tourist risks among the perception of tourist, tour leader, and travel agent. In practice, we have learned that the conflict of perception between the tourist and the travel agent was the reason of cancellation before departure. Three suggestions were made to travel service companies: 1. Raised the fund of tourist risk and using the money to solve the problem when risk happened. 2. Facing the tourist risks in every travel phase to avoid or to reduce the cause of tourist risks. 3. Educated the staffs of travel service companies to sign contracts following the rules of government with consumers to reduce the lost. In the discussion section, practical improvement suggestions were made for better tourist risk managements in specific travel experience phases and recommendations for further research were also proposed.

以文找文

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