以方法目的鏈探討Y世代旅行者選擇國外自助旅行目的地之研究

Use of Means-End Chains to Explore How Generation Y Travelers Choose Their Self-Help Overseas Travel Destinations

出國自助旅遊已成20歲至39歲Y世代國人生活中的調劑。本研究擬以方法目的鏈探討Y世代自助旅行者在選擇國外自助旅行目的地時的關鍵屬性，以及屬性、結果、價值三個層級之鏈結關係。我們以軟式階梯法訪問40位年齡介於20歲至39歲，於三年內曾經進行國外自助旅行者，了解其在挑選自助旅行目的地時內心所重視的價值，並從訪談資料中將重要語幹歸類命名，按照屬性、結果、價值分類予以編碼，完成蘊含矩陣後繪製價值階層圖。我們共歸納出十一項屬性如歷史與民俗文化、自然景觀與交通方便等；十一項屬性連結至六項結果，如新奇體驗、便利性高等；六項結果連結至四項價值，包含自我實現、滿足愉悅、增廣見聞與放鬆心情。從價值階層圖中可發現，Y世代自助旅行者在選擇國外自助旅行目的地時首重的價值為滿足愉悅，藉由體驗當地的歷史與民俗文化，能得到新奇體驗的結果，並達到滿足愉悅的價值。另一重要鏈結則是旅遊目的地的交通方便，能讓遊客得到便利性高的旅遊結果，進而達到滿足愉悅的旅遊價值。

Self-help overseas travel has become a joy in lives of Generation Y aged 20 to 39 years. This study used means-end chains to explore crucial attributes related to how Generation Y travelers choose their self-help overseas travel destinations and to examine the hierarchical relationship between attributes, consequences, and values. We adopted the soft laddering method to interview 40 persons aged 20 to 39 years who had experienced self-help travel abroad within the past 3 years and to understand the values deemed crucial by these travelers when choosing their self-help travel destinations. From the interview data, we named crucial word stems, categorized and encoded the word stems according to their attributes, consequences, and values, formulated an implication matrix, and then drew a hierarchical value map. We identified 11 attributes including history and folk culture, natural landscape, and convenient transportation. The 11 attributes were connected to 6 consequences such as novel experience and high convenience. The 6 consequences were connected to 4 values including self-fulfillment, contentment and pleasure, broadening horizons, and relaxation. According to the hierarchical value map, Generation Y self-help travelers most valued contentment and pleasure when choosing their self-help overseas travel destinations. By experiencing local history and folk culture, they acquired novel experience and gained contentment and pleasure. Convenient transportation in travel destinations was another crucial attribute contributing to high convenience for travelers. This enabled them to perceive contentment and pleasure, which constitute as the travel value.