臺灣博碩士論文加值系統

本研究旨在探討公教退休人員之觀光動機、觀光阻礙對其國外觀光旅遊經驗與未來觀光意願之影響，並透過市場區隔方法，特徵化目標群體，提供觀光旅遊服務業者產品開發與行銷參考。
研究方式以南投縣公教退休協會1,183位會員為研究群體，採便利抽樣法，獲得312個有效郵寄問卷樣本。描述性統計分析發現，公教人員退休初期多數身體健康，較一般銀髮族有更高的旅遊意願，是值得持續開發的利基市場。此外，本研究族群有三成左右的「非旅行者」，值得進一步探究，以開發潛在市場，擴大其市場規模。
公教退休人員主要觀光動機為「體驗新景點與事物」、「休息/放鬆」、「充實心靈」、「增進家人情感」及「知性學習」；主要觀光阻礙為「旅遊地點的安全性」、「旅程的趣味性」、「旅程中的緊張和忙碌」及「家庭乏人照料」。
應用因素分析分別萃取出：「輕鬆享樂」、「文化學習」與「節慶健康」及「人際互動」等四項觀光動機因素；及「直接阻礙」、「間接阻礙」與「生理阻礙」等三個觀光阻礙因素。再利用單因子變異數分析、t考驗、卡方考驗、Scheffé事後比較法及Pearson積差相關法，分析個人特性、動機、阻礙和未來意願之間的關係，發現隨著年齡老化，越重視能促進身體健康的旅遊活動；而動機與意願間呈正相關，阻礙與意願間呈負相關；本研究族群有高觀光動機，低觀光阻礙之現象。
經由觀光動機之區隔，公教退休人員可區隔為：「家庭旅遊者」、「知性旅遊者」及「新奇追尋者」等三群，三群之間呈現顯著差異之型態區隔與獨特之觀光動機。此一發現有助於旅遊服務業者，針對每一族群特性，設計合宜的旅遊產品及行銷策略。
最後就實證研究結果進行綜合討論，提出建議以作為旅遊服務業者行銷規劃之參考。

The purpose of this research is mainly to discuss the influence of tourist motivations and constraints for the retired teachers' and civil servants' tour in abroad and future tour intentions. Further, it provides some suggestions for tourism service industry in developing products.
Research population of this study was the 1,183 members of retired teachers' and civil servants' association in Nantou County. Sampling design was conducted by convenience processing. Total 312 usable samples via a structured questionnaire survey by post. By descriptive statistical analysis finds, major teachers and civil servants are healthy and higher tour intentions than general senior in initial stage of retire. It is a niche market that is worth developing continuously. In addition, there were some “non-tourists” at about 30% in this study group, worth probing into further, in order to develop the potential market and expand its market scale.
The main tourist motivations were “experiencing new things/visiting new places”, “rest/relaxation”, “spiritual enrichment”, and “spend time with immediate family”; The main constraints were “the security of places”, “the fun of journey”, “fear of hassles”, and “fear of leaving home unattended”.
By implementing factor analyses, four motivation factors were extracted and name as “relaxation & enjoyment”, “culture study”, “festival & health”, and “interaction on human”; and three constraints were extracted and name as “directly constraints”, “indirectly constraints”, and “physical constraints”.
And then, it discussed about the relationship between personal attribute, motivation, constraint, and future intention by One-Way ANOVA, t-test, Scheffé post hoc multiple comparisons, χ2-square and Pearson’s related analysis. The result showed that wears out with the age, pay attention to promoting the tourist activity of the health; and the motivation was positive relationship to tour intention, but the constraint was negative; and this study group had high tour motivations and low constraints as describe.
The study segments three groups according to the differences of tourists’ motivations, and named them as “family travelers”, “intellectual travelers”, and “novel travelers”. There were significant different styles between the three groups, each with its own reasons for travel. For practitioners’ marketing concerns, it is vital to anticipate and to satisfy different types of tourists’ needs.
Finally, Discuss synthetically on the result of study of the real example, get the suggestions for tourism service operator to design and promote programs of the travel

目 錄

封面內頁
簽名頁
博碩士論文暨電子檔案上網授權書 iii
中文摘要 iv
英文摘要 vi
誌 謝 viii
目 錄 ix
圖目錄 xi
表目錄 xii

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 4
第三節 研究範圍及對象 5
第四節 研究限制 6
第二章 文獻探討 7
第一節 銀髮族之觀光行為 7
第二節 銀髮族之觀光動機 16
第三節 銀髮族之觀光阻礙 24
第四節 銀髮族國外觀光之市場區隔 30
第三章 研究方法 36
第一節 研究架構及研究假設 36
第二節 抽樣設計 37
第三節 問卷設計與操作性定義 38
第四節 預試與正式調查 42
第五節 資料分析方法 44
第四章 研究結果與分析 47
第一節 個人特性與未來國外觀光意願之描述 47
第二節 量表統計量描述、因素及信度分析 50
第三節 假設驗證 55
第四節 公教退休人員國外觀光之市場區隔 63
第五章 討論與建議 71
第一節 研究結果摘要 71
第二節 討論 75
第三節 建議 82
參考文獻 85
附錄A：預試問卷 91
附錄B：正式問卷 93
附錄C：個人特性次數分配表 95
附錄D：觀光動機、阻礙與觀光經驗之關係 97

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