公益旅行者參與動機與休閒效益之研究

A Study on Participatory Motivation and Leisure Benefits of Volunteer Traveler

本研究旨在探討公益旅行者之參與動機與休閒效益之相互影響關係進行研究，以及透過簇群分析將參與動機構面進行分群，瞭解不同參與動機類群間在休閒效益上之差異性。研究結果顯示，公益旅行者之個人屬性與旅行經驗在其參與動機上具有顯著差異；而研究者將參與動機之構面以簇群分析分為兩類群，經由單因子變異數分析結果發現，不同公益旅行者的參與動機類群在其休閒效益上具有顯著差異。此外，本研究經由相關分析結果顯示，參與動機與休閒效益達顯著正相關。研究建議亦提出實務上參考，給予相關組織作為未來在公益旅行之行銷，可針對不同參與動機類群依其休閒效益進行公益旅行之規劃，期望在公益旅行之推廣有所助益。

The purposes of the current study were twofold: to examine the relationship between participatory notivation and leisure benefits among voluntourists, and to understanding differences of leisure benefits in groups of diverse participatory motivation, with cluster analysis employed to group the constructs of related motivation. Online survey method was adopted, with purposive sampling and snowball sampling utilized for locating research participants.The results revealed that voluntourists' personal attribute and traveling experience led to significant differences in participatory motivation. Based on the analysis of constructs of participatory motivation with cluster analysis, the participants were grouped into two types. The analysis of One-way ANOVA indicated that significant differences in leisure benefits were found between the two groups. Pearson's product-moment correlation coefficient suggested a positive correlation between participatory motivation and leisure benefits at a significant level.The study verified that higher participatory motivation among voluntourists led to higher leisure benefits. Suggestions for future promotion and marketing of voluntourism are offered. Diverse voluntourism plans could be carried out based on respective leisure benefits from groups with different participatory motivation. It is hoped that the current study offer insights to the promotion of voluntourism.