後疫情時代遊客旅遊動機、知覺風險及旅遊意圖之關係研究──以臺南古蹟為例

The Relationship among Tourists' Travel Motivation, Perceived Risk and Travel Intention in the Post-Epidemic Era-A Case of Tainan Historic Sites

因COVID-19疫情影響民眾的活動方式，導致觀光旅遊等產業受到嚴重的損害。然而伴隨著國內疫情逐漸趨緩、與病毒共存，正式進入後疫情時代。本研究旨在探討後疫情時代遊客旅遊動機、知覺風險及旅遊意圖之關係，並檢視知覺風險的干擾效果。採用問卷調查法，以參觀臺南市古蹟之遊客為研究對象，透過便利抽樣蒐集資料，共計發放350份問卷，總計有效樣本共304份，有效回收率為86.9%。研究結果顯示：遊客旅遊動機對旅遊意圖有顯著的正向影響關係，知覺風險對旅遊意圖有顯著的負向影響關係，而知覺風險在遊客旅遊動機與旅遊意圖間不具干擾效果。本研究最後針對疫情趨緩，觀光旅遊業復甦時，提出政策推行之建議，供有關單位參考。

Affected by the COVID-19 epidemic, the movement of people had been restricted, causing serious damage to tourism industries. However, as the domestic epidemic gradually slowed down and coexisted with the virus, we had officially entered the post-epidemic era. This study aimed to explore the relationship among tourists' travel motivation, perceived risk and travel intention, and examine the interference effect of perceived risk. Using the questionnaire survey method, taking tourists who visited the historical sites in Tainan City as the research object, and collecting data through convenience sampling, a total of 350 questionnaires were distributed, and a total of 304 valid samples were taken. The effective recovery rate was 86.9%. The research results show that travel motivation has a significant positive impact on travel intention, perceived risk has a significant negative impact on travel intention, and perceived risk has no moderating effects between tourists' travel motivation and travel intention. The results of this study are expected to provide suggestions for government units when the epidemic slows down and the tourism industry recovers.