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題名:旅遊風險知覺與旅客猶豫不決之關係:兼論旅遊知識之調節效果
作者:葉青
作者(外文):Ching Yeh
校院名稱:銘傳大學
系所名稱:管理研究所
指導教授:翁振益
學位類別:博士
出版日期:2009
主題關鍵詞:旅客猶豫不決旅遊風險知覺旅遊知識Tourist risk perceptiontourist hesitationtourist knowledge
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長久以來,旅遊行為一直是觀光文獻中的核心研究議題。其中,又以旅遊目的地決策行為、購買意願為學者探索之焦點。實務上,大部分觀光旅遊產品多伴隨優惠折扣,或某些特殊服務,以刺激消費。然而,旅客猶豫不決則意謂業者並未獲取與旅客即時交易的機會,而旅客亦無法以符合其期望的價格或品質,購買到想要的海外旅遊產品。因既有的旅遊目的地決策行為模式無法解釋,旅客制定海外旅遊決策時,為何會因其風險知覺的影響,而展現出猶豫不決。同樣地,旅遊知識在此一關係中扮演的調節角色,亦是本文主要研究議題之ㄧ。故,本研究抽樣504位曾進行海外旅遊之旅客,對其施以問卷調查,並採結構方程模式分析方法(structural equation modeling, SEM),探索此三項變數間關係為何。經研究實徵結果發現,旅客對海外旅遊之風險知覺,確實會正向影響其表現出猶豫不決,意即消費者制定海外旅遊目的地相關決策時,若感知到的旅遊風險知覺程度愈高,則愈容易猶豫不決。另一方面,本研究亦發現,旅遊知識能夠弱化此一關係。根據此項研究發現,本研究建議觀光業者應盡量利用各種機會,增強旅客對海外旅遊地與遊程細節之相關知識與自信,以期降低旅客畏懼出國旅遊帶來的不確定性與不安全感,藉此改善旅遊風險知覺之於旅客猶豫不決的影響。
Tourist behavior has always been a central issue in the tourism literature. Research in this area has long focused on destination choices and purchase intentions. Most tourism products are accompanied by discounts or extra services designed to stimulate consumption. Tourist hesitation implies failure to stimulation for managers and causes tourists to miss certain products and services with unexpectedly lower price or higher quality. Therefore, this study tries to clarify the relationships among tourist risk perception, tourist knowledge, and hesitation that have ignored by the existing tourism research. Based on a structural equation modeling of data from 504 tourists, tourist risk perception positively influences tourist hesitation but tourist knowledge can moderate this relationship. According to this finding, the tourism practitioners should enhance tourist subjective knowledge of destination relevant items as much as possible to reduce the uncertainty and unsafty. And then, to improve the effect of tourist risk perception and hesitation is expected.
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二、中文部分
1. 行政院主計處(2007)。2006年全國人口統計資料,取自內政部統計資訊服務網:http://www.stat.gov.tw/ct.asp?xItem=15408&CtNode=3623。
2. 林清山(1984)。線性結構關係(LISREL)電腦程式的理論與應用,中國測驗學會測驗年刊,第三十一輯,149-164。new window
3. 邱皓政(2005)。量化研究方法(二):統計原理與分析技術,臺北市:雙葉書廊有限公司。
4. 黃芳銘(2006)。結構方程模式:理論與應用(4版),臺北市:五南圖書出版股份有限公司。
 
 
 
 
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