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來源資料
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題 名 | 旅行業者對大陸旅行風險認知之研究=A Study on the Cognition of Travel Agents toward Travel Risks in Mainland China |
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作 者 | 陳思倫; | 書刊名 | 觀光研究學報 |
卷 期 | 7:2 民90.12 |
頁 次 | 頁75-91 |
分類號 | 992 |
關鍵詞 | 認知; 旅行風險; 中國大陸; 旅行業者; 因子分析; Cognition; Travel risk; Mainland China; Travel agents; Factor analysis; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究的主要目的在於探討旅行業對大陸旅行風險的認知,並檢驗不同屬性的旅行業者對各旅行風險變項及共同因子是否具有顯著的差異。針對國內主要經營大陸旅行路線的旅行業者進行問卷調查,共計取得124份有效問卷,而每份問卷包含12類和68個旅行風險變項之發生不滿意狀況之機率,和若發生則對整體旅行滿意度之影響。而風險認知為「發生機率」乘上「若發生則對整體滿意程度之影響」來計算。 各項大陸旅行風險發生機率最高的前五項依序是:1、洗手間衛生;2、環境衛生;3、景點小販強行推銷;4、物品真偽及5、當地交通秩序。各項大陸旅行風險若發生,其對整體旅行滿意程度影響最高的前五項依序為:1、洗手間衛生;2、環境衛生;3、景點小販強行推銷;4、交通及道路安全及5、晚上社會治安。旅行業者所認知的大陸旅行風險程度最高的前五項依序是:1、洗手間衛生;2、景點小販強行推銷;3、環境衛生;4、物品真偽及5、當地交通安全。使用因子分析,得出18個發生機率共同因子,共可解釋79.498%變異量;得出16個影響滿意程度共同因子,共可解釋80.003%變異量;以及得出17個風險認知共同因子,共可解釋79.697%變異量。使用均數差異檢定,得知不同屬性的旅行業者在部分發生機率,影響滿意程度及風險認知變項及共同因子上具有顯著差異。 |
英文摘要 | The major purposes of the study arc to investigate the cognition of travel agents toward travel risks in mainland China, and to examine whether there exist significant differences in individual travel risk variables and common factors between different characteristics of travel agents. One hundred and twenty four valid questionnaires were obtained from travel agents majorly conducting travel business in mainland China. The major findings are as the follows. The top five travel risk with high occurring probabilities are: 1. toilet sanitation problems, 2. environment cleanliness problems, 3. uncomfortable selling behaviors of retailers at scenic sites problems, 4. counterfeits of the goods problems and 5. local public safety at night problems. The top five travel risks highly influencing the overall travel satisfaction, if really happened, are: 1. toilet sanitation problems, 2. environment cleanliness problems, 3. uncomfortable selling behaviors of retailers at scenic sites problems, 4. transportation safety problems, and local public safety at night problems. And, the top five travel risks with high risk perceptions are: 1. toilet sanitation problems, 2. uncomfortable selling behaviors of retailers at scenic sites problems, 3. environment cleanliness problems, 4. counterfeits of the goods problems and 5. local traffic safety problems. Utilizing factor analysis on these three data sets, eighteen common factors extracted from the occurring probability data set were obtained and able to explain 79.498% of variances; sixteen common factors extracted from the consequence data set were obtained and able to explain 80.003% of variances; and, seventeen common factors extracted from the overall risk perception data set were obtained and able to explain 79.697% of variances. Furthermore, significant differences in a number of travel risk variables and common factors of these three data sets between different characteristics of travel agents were found. |
本系統中英文摘要資訊取自各篇刊載內容。