新冠疫情影響下國人旅遊動機與旅遊意願之研究

The Research on the Relationship between Tourist’s Motivation and Willingness under the COVID-19 Pandemic

新冠肺炎疫情衝擊全球經濟，各國實施邊境管制政策，全球入出境旅遊陷入停頓，造成觀光產業前所未有的衝擊。我國政府為了預防疫情擴散，自2020 年3 月起禁止組團出國旅遊，限縮了國人休閒旅遊模式。由於國境的封鎖限制使得國人無法出國旅遊，而隨著國內疫情逐漸趨緩，政府為促進經濟發展，推動階段性旅遊方案，以提振國內旅遊市場，提升國人國內旅遊動機。本研究探討疫情期間遊客旅遊動機、旅遊消費價值、旅遊風險對旅遊意願影響，採用問卷調查法，以便利取樣方式，共取得有效問卷442 份。研究結果顯示：受到新冠肺炎影響，國人普遍對於旅遊意願不高，且旅遊意願與旅遊消費價值及旅遊風險之間有顯著關係。而旅遊動機對旅遊意願則無顯著正向關係。表示疫情期間國人的旅遊意願，較容易受旅遊消費價值和旅遊風險的因素影響。

The COVID-19 pandemic has impacted the global economy, countries have implemented border control policies, and global inbound and outbound tourism has come to a standstill, causing an unprecedented impact on the tourism industry. In order to prevent the spread of the epidemic, the Chinese government has banned group travel abroad since March 2020, limiting the leisure travel mode of Chinese people. Due to the border blockade and restrictions, Chinese people cannot travel abroad. As the domestic epidemic situation gradually slows down, the government promotes a phased tourism plan to promote economic development, so as to boost the domestic tourism market and increase the motivation of Chinese people to travel domestically. This study explores the impact of tourists' travel motivation, travel consumption value, and travel risk on travel willingness during the epidemic. A total of 442 valid questionnaires were obtained by using the questionnaire survey method to facilitate sampling. The results of the study show that: Affected by the new crown pneumonia, Chinese people generally do not have a high willingness to travel, and there is a significant relationship between the willingness to travel and the value of travel consumption and travel risks. However, tourism motivation has no significant positive relationship with tourism intention. It means that Chinese people's willingness to travel during the epidemic is more likely to be affected by factors such as the value of tourism consumption and tourism risks.