消費者出國旅遊方式、旅遊動機與行為意圖模式之研究

The Study of Consumers' Travel Methods, Travel Motivation and Behavioral Intentions Model

本研究目的主要以高雄火車站搭車旅客為研究對象，探討消費者出國旅遊方式、旅遊動機與行為意圖關聯性。本研究方法以問卷方式獲得消費者出國旅遊動機與行為意圖推估之模式，資料經Amos20.0版統計軟體執行結構方程模式中的驗證式因素分析。主要實證結果發現：旅遊動機對行為意圖達顯著影響成立，旅遊動機對行為意圖模式配適度指標皆符合標準。研究之分析結果及資訊期能提供旅遊、遊憩相關經營、管理單位開拓新的旅遊線及設計行程的參考，也可以讓消費者在旅遊的過程中，獲得更高的旅遊體驗、旅遊品質與旅遊成就感。

The purpose of this research is mainly on investigating the relationship among consumers' methods of outbound travel, travel motivation and behavioral intentions. The study was conducted among commuters from the Kaohsiung Railway Station and was employed questionnaires and SEM factor analysis via Amos 20.0 statistical software to acquire the forecasting model of outbound travelers' motivation and behavioral intention. The results show that travel motivation has a clear effect on behavioral intentions, and the Goodness of Fit Index (GFI) is appropriate. The results of this research may provide some useful information for tourism and recreation industries to develop and design new itineraries. In the meantime, the outcomes may help consumers gaining better travel experience, travel quality and sense of accomplishment.