COVID-19疫情下對銀髮族未來出國旅遊意圖之探討

The Study of the COVID-19 Pandemic on the Future Travel Intentions of Seniors

銀髮族已成為不容忽視的旅遊客群，銀髮族旅遊在高齡化趨勢下是未來可預期的龐大商機。然而在COVID-19疫情下，對國際旅遊市場將是一大挑戰，相關的研究也較罕見。本研究透過問卷調查，以台北市士林官邸花園為主要場域，調查對象為大於60歲，且疫情前皆有出國旅遊經驗的銀髮族遊客。資料收集由2022年1月至2月。採用結構方程模式分析銀髮族的知覺旅遊風險及健康預防行為對未來出國旅遊意圖之影響，也嘗試瞭解計劃行為理論在疫情下對銀髮族未來出國旅遊意圖之應用。研究結果發現態度對旅遊意圖有直接影響，知覺行為控制及旅遊風險對銀髮族的預防行為有顯著影響，雖無法呼應傳統計劃行為理論的模式，而提出銀髮族國際旅遊一個新的研究方向。本研究的發現有助於旅遊相關產業對未來國際旅遊開放後銀髮族旅遊規劃的參考。也為後續研究者提供針對疫情大流行後，因應銀髮族遊客的異質性及旅遊健康安全考量對於旅遊意圖及行為的相關議題進行多面向的探討。

The tourism of seniors is a huge business opportunity that can be expected, and seniors are also an important tourist group in the future. However, international travel under the COVID-19 pandemic will be a major challenge, and related research is rare. Through a questionnaire survey, this research focuses on the Shilin Residence Garden in Taipei City. The survey objects are seniors over 60 years old, and all of them have travel experience abroad before the pandemic. Data collection is from January to the end of February 2022. Structural equation modeling was used to analyze the influence of perceived travel risks and health prevention behaviors of seniors on future overseas travel intentions. It also tried to understand the application of planned behavior theory to the future travel intentions of seniors under the pandemic. The study found that attitude has a direct impact on travel intention, and perceived behavioral control and travel risk have a significant impact on preventive behavior of seniors. Although it cannot echo the model of traditional planned behavior theory, it proposes a new research direction for senior international tourism. The findings of this study are helpful for tourism-related industries to the overseas travel planning of seniors after international tourism reopening in the future. It also provides follow-up researchers with a multiple dimension on issues related to tourism intentions and behaviors after the pandemic, in view of the heterogeneity of seniors’ tourists and the health and safety considerations of tourism.