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| 題 名 | 疫情解封後銀髮族旅遊行程滿意度前置因素之實證研究=An Empirical Study on the Factors Influencing Senior Citizens' Travel Itinerary Satisfaction after the Lifting of Pandemic Restrictions |
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| 作 者 | 紀逸倫; 葉家妤; | 書刊名 | 僑光學報 |
| 卷 期 | 48 2025.10[民114.10] |
| 頁 次 | 頁29-40 |
| 分類號 | 992 |
| 關鍵詞 | 旅遊動機; 服務品質; 知覺價值; 旅遊障礙; 行程滿意度; Travel motivation; Service quality; Perceived value; Travel barriers; Itinerary satisfaction; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 2025 年臺灣老年人口將突破 20%,達到歷史新高。在此趨勢下, 銀髮族旅遊市場的重要性日益提升,如何吸引並滿足銀髮族旅遊需 求,已成為旅遊產業關注的核心議題。因此,本研究探討疫情解封後 銀髮族旅遊動機對行程滿意度的影響,並以線性結構模式驗證研究假 設,從銀髮族市場的觀點切入,探討其旅遊動機與行程滿意度之間的 關聯性,並進一步分析服務品質、知覺價值與旅遊障礙是否對此影響 關係具有調節作用。本研究以台灣銀髮族為抽樣母體,共回收 154 份 有效問卷,進行層級迴歸分析,藉以驗證本研究之理論模式。本研究 顯示:(1)銀髮族旅遊動機正向影響行程滿意度;(2)當旅遊行程服務品 質越好時,會強化銀髮族旅遊動機對行程滿意度的影響;(3)當旅遊行 程知覺價值越高時,會強化銀髮族旅遊動機對行程滿意度的影響;(4) 當旅遊行程旅遊障礙越大時,會弱化銀髮族旅遊動機對行程滿意度的 影響。最後,本研究根據實證結果提出管理建議,供傳統旅遊相關業 者在擬定競爭策略時參考,以提升銀髮族旅遊市場的服務品質與市場 競爭力。 |
| 英文摘要 | In 2025, Taiwan’s elderly population is expected to exceed 20%, reaching a historic high. In light of this trend, the importance of the senior tourism market continues to rise, making it a key issue for the tourism industry to explore how to attract and satisfy the travel needs of older adults. This study investigates the impact of travel motivation on itinerary satisfaction among senior travelers in the post-pandemic era and employs hierarchical regression to validate the proposed hypotheses. From the perspective of the senior market, the study examines the relationship between travel motivation and itinerary satisfaction, and further analyzes whether service quality, perceived value, and travel constraints moderate this relationship. A total of 154 valid questionnaires were collected from senior travelers in Taiwan, and SEM was used to verify the theoretical model. The results indicate that: (1) travel motivation has a positive effect on itinerary satisfaction; (2) higher service quality strengthens the impact of travel motivation on itinerary satisfaction; (3) higher perceived value enhances this relationship; and (4) greater travel constraints weaken the effect of travel motivation on itinerary satisfaction. Based on these findings, this study proposes managerial suggestions for traditional tourism operators to develop competitive strategies aimed at improving service quality and enhancing competitiveness in the senior tourism market. |
本系統中英文摘要資訊取自各篇刊載內容。