旅客參與國外旅遊對領隊服務及行為意向之研究

A study on travellers' participation in foreign tourism for tour leader service and behavioral intention

10.29423/JSRR.201906_13(4).04

王月鶯(Yueh-Ying Wang)；陳榮富(Jung-Fu Chen)；李世昌(Shih-Chang Lee)

領隊服務品質 ； 行為意向 ； leader service quality ； behavioral intention

運動與遊憩研究

13卷4期（2019 / 06 / 01）

45 - 58

繁體中文

本研究旨在探討旅客參與國外旅遊對領隊服務及行為意向之研究現況與關係，並分析不同背景變項的旅客參與國外旅遊對領隊服務及行為意向之差異情形。本研究以參與國外旅遊之旅客為研究對象，以「領隊服務」及行為意向」量表為研究工具，採用問卷調查法共計發放500份問卷，獲得有效問卷450份。以描述性統計、獨立樣本t檢定、單因子變異數分析、Pearson積差相關等統計方式進行分析，其研究結果如下：一、旅客背景變項中性別以「男性」、年齡以「30－39歲」、學歷以「大專院校」、職業以「工商」、所得以「30,001元－45,000元」、旅遊次數以「1－2次」及旅遊地區以「東北亞」最多。二、就現況來看，領隊服務及行為意向平均得分高。三、背景變項中「年齡」及「所得」在領隊服務上達顯著差異；而「年齡」、「學歷」、「所得」及「旅遊地區」則在行為意向上達顯著差異。四、領隊服務及行為意向各層面皆達顯著相關。本研究針對其研究結果提出相關之建議以作為參考依據。

The purpose of this study is to investigate the current status and relationship of travellers' participation in foreign tour leader services and behavioral intentions. And analyze the differences between tour leader services and behavioral intentions of passengers participating in foreign travel with different background variables. This study is based on the travellers who participated in foreign travel. The Leader Service and Behavioral Intentions scales were used as research tools. A total of 500 questionnaires were distributed by questionnaires, and 450 valid questionnaires were obtained. For descriptive statistic, independent Samples t-test, independent sample One-way ANOVA and Pearson product-moment correlation were used to analyze those questionnaires. The study results are listed below: 1. In the context of the traveler's background, the gender is ＂male＂, the age is ＂30-39＂, the education is ＂college＂, the occupation is ＂business＂, the income is ＂30,001-45,000＂, and the number of trips is ＂1- 2 times＂ and the tourist area is ＂Northeast Asia＂. 2. As far as the current situation is concerned, the average score of the leader service and behavior intention is high. 3. ＂Age＂ and ＂Education＂ are in the background variables have significant differences in leader service. ＂Age＂, ＂Education＂, ＂Income＂ and ＂Tour Area＂ are in the background variables have significant differences in behavioral intentions. 4. Leader services and behavioral intentions are significantly relevant at all levels. The study also provides suggestions based on the study results for the related industry.

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