樂齡者之旅遊動機、幸福感與持續涉入關係之探討

A Study on the Relationship among Travel Motivation, Well-being and Enduring Involvement of Senior Tourists

人口老化已是臺灣社會必然的發展趨勢，但隨著「活躍老化」的理念盛行之下，已有越來越多的中高齡族群投入至休閒旅遊活動當中；因此，樂齡旅遊不僅是高齡社會的重要課題，亦是觀光旅遊產業極具潛力的商機所在。本研究旨在調查樂齡者在旅遊動機、幸福感與持續涉入之間的關聯性。透過問卷發放的方式，以55歲以上的樂齡成員為研究對象，共發放200份問卷，回收有效問卷185份，並以信度分析及迴歸分析法進行統計分析。研究結果發現：一、旅遊動機對幸福感有顯著影響。二、旅遊動機對持續涉入有顯著影響。三、幸福感對持續涉入有顯著影響。四、旅遊動機透過幸福感對持續涉入有中介效果。根據研究結果可看出：旅遊動機和幸福感皆會影響樂齡者持續涉入旅遊活動的意願；且幸福感是旅遊動機影響持續涉入的重要變數。因此，建議相關單位在規劃樂齡旅遊時，應優先從樂齡族群的幸福感與旅遊動機方面進行深入了解，從而優化旅遊的行程與服務安排，進而使更多的樂齡族群願意持續投入至旅遊活動當中。

Population aging has been an irreversible trend in Taiwan society. However, as the concept of “Active Aging” being popular, more and more senior citizens would like to take part in travel activities. Therefore, senior tourist is not only a social issue but a great potential opportunity in tourist industry. The purpose of this research is to analyze the relationship among travel motivation, well-being and enduring involvement of senior tourists older than 55 years old. A total of 200 questionares were recovered, and the effective recoveries were 185. The tools used for data analysis are correlation analysis and regression analysis. The results of this research are as following: 1. Travel motivation has a significant effect on well-being. 2. Travel motivation has a significant effect on enduring involvement. 3. Well-being has a significant effect on enduring involvement. 4. Well-being has mediating effect on travel motivation and enduring involvement. According to the result, both the travel motivation and well-being will affect the enduring involvement, and well-being is an important factor for travel motivation to influence enduring involvement. In conclusion, to promote more senior citizens to join in tourist activities, it is recommended that the authority starts from learning the elders’ well-being factors and travel motivation, then enhance the service and arrangement in the traveling.