以方法目的鏈探討親子旅遊遊程設計之研究

Understanding the influencing factors pertaining to Family travel itinerary design: An analysis of Means-End chain method

現代社會因少子化的關係，親子遊程的市場日益蓬勃，故親子遊程規劃就顯得格外重要。若遊程設計規劃能夠深得家長們的需求，肯定能夠創造非常可觀的經濟效益。本研究以方法目的鏈中的軟式階梯法，訪談了40位在兩年內曾安排親子旅遊的民眾，探討消費者在遊程規劃的屬性及旅遊希望的結果和價值的聯結，以瞭解消費者對親子遊程的需求。本研究依據受訪者的訪談資料分析後，將親子遊程屬性分為：行程景點主題性、旅館住宿安排、交通安排便利性、導覽解說員、飲食的安排及行程安全性等六項，結果階層分為：瞭解不同歷史背景／當地文化／飲食特色、增加家人互動、培養小孩人際關係、紓解壓力（工作／旅遊）、增加學習興趣及自信、物有所值及多元體驗等七項，在價值階層分為：增加親子親密關係、創造共同美好的回憶、增加夫妻間的感情、家長放鬆、傳遞愛及教育意義等六項。研究發現，在遊程屬性階層中家長們所重視的程度由高至低分別：行程景點主題性、交通安排便利性、旅館住宿安排、行程安全性最後則是導覽解說員。而在結果階層中家長們所重視的程度由高至低分別：瞭解不同歷史背景／當地文化／飲食特色、紓解壓力（工作／旅遊）、增加學習興趣及自信、增加家人互動、多元體驗、物有所值最後是培養小孩人際關係，在遊程價值階層中家長們所重視的程度由高至低分別：教育意義、創造共同美好的回憶、家長放鬆、增加親子親密關係、傳遞愛最後則是增加夫妻間的感情。而家長最重視的三條價值路徑為1.教育意義的價值路徑：家長們在規劃中皆非常重視遊程是否能有『寓教於樂』的價值，家長們認為帶著孩子去旅行，讓孩子們見多才能開拓他們的視野，2.家長放鬆的價值路徑：家長們平時忙於家庭和工作間，所以家長們也希望能夠藉著在遊程中得到放鬆，3創造共同美好回憶的價值路徑：家長們可以藉著親子遊程的過程和孩子們拉近距離，親子的互動玩樂過程都可成為家人心中美好的回憶。本研究之結果希望能夠提供相關業者在規劃親子遊程產品時能夠更加貼近消費者的需求，訂定更精準的行銷策略。 Due to the low birth rate in our current modern society, the family travel market is set to boom, therefore the family travel plan become extremely important. With appropriate travel offerings that meet parent's want and need, it can create substantial and significant revenue. By adapting the soft ladder approach of the Means-End hierarchies, this research interviewed forty people who had participated family vacation packages within the past two years to explore and examine the connections between the attributes of consumer's travel plan and the expectation, value of the trip so that the requirement and desire of family travel can be fully understand. Based on the data analysis of the interview response, this research acquires six family travel attributes as: the theme of the itinerary, the hotel accommodation arrangement, the convenience of transportation arrangements. the narrator of guide tour, the dietary arrangements and the safety of the trip. The hierarchical consequence map including: learning about different historical backgrounds/local culture/dietary characteristics, increasing family interaction time, cultivating children's interpersonal skills pertaining to relationships, stress relief (work/ travels), increasing the interest of learning and self-confidence, economically value for money and gaining multiple experiences. The hierarchical value map including: increasing the intimacy between the parents and the children, creating good memories between the parents and children, increasing the euphoric feelings between husbands and their wives, parents have an increase sense of relaxation, continuing the growth of love, the significance with the application of education. This research reveals that in the travel attributes, the parents consider sequentially: the theme of the itinerary, the convenience of transportation arrangements, the hotel accommodation arrangement, the safety of the trip and the last is the narrator of guide tour. In the consequence hierarchy, the parents concern learning about the different historical backgrounds/local culture/dietary characteristics, stress relief (work/ travels), increasing the interest of learning and self-confidence, increasing family interaction time, gaining multiple experiences, economically value for money and finally, cultivating children's interpersonal skills pertaining to relationships. In the travel hierarchical value map, parents emphasize in order the significance with the application of education, creating good memories between the parents and children, parents have an increase sense of relaxation, increasing the intimacy between the parents and the children, continuing the growth of love and then increasing the euphoric feelings between husbands and their wives. The results of this research conclude: The three most important things that parents value include: 1. The path with regards to the value on education: Parents pay great attention to the benefits of ?education and pleasure? during their planning, parents believe that they will be taking their children along with them to travel, in order to increase their children's exposure and in developing their vision. 2. The path to facilitate the relaxation of parent: Parents are generally busy with their families and their workplaces, so they also want to be able to relax during their travel. 3. The path in creating good memories together: Parents who travel with their children create a positive opportunity and make closer relations. The interaction between the parents and their children during the trip become a beautiful memory of the families. The results of this study is to provide accurate information of consumer's need and want businesses when it comes to organize family travel product and set the right marketing strategy.