高雄市銀髮族人格特質、旅遊動機、旅遊阻礙及旅遊意向關係之探討

The Study of Mutual Relations among Personality Traits, Travel Motivations, Travel Constraints, and Travel Intentions for Senior Citizens in Kaohsiung City

本研究以居住於高雄市之銀髮族為研究對象，分析其人格特質、旅遊動機、旅遊阻礙與旅遊行為意向間之關係；同時並探討旅遊動機及旅遊阻礙所扮演之中介效果與干擾效果。具體步驟乃先就現有實證研究進行探討，並於高雄市12個行政區進行問卷資料收集工作，而後再透過信效度分析、敘述統計、結構方程模型探究前述議題。分析結果顯示：（1）人格特質對於旅遊動機、旅遊行為意向具有顯著影響；（2）旅遊動機對於旅遊行為意向具有顯著影響；（3）旅遊動機對於人格特質與旅遊行為意向之關係具有中介效果；（4）旅遊阻礙對於人格特質與旅遊動機之關係具有減弱之干擾效果；（5）旅遊阻礙對於旅遊動機與旅遊行為意向之關係則不具有干擾效果。本研究所得各項結果可提供給相關單位作為政策研擬或經營管理之參考。

This study, targeted senior citizens living in Kaohsiung city as the research subjects, aims to examine the mutual relations among personality traits, travel motivations, travel constraints, and travel intentions of the research subjects. Otherwise, this study also explores the mediating and moderating effects played by travel motivations and travel constraints. For the practical process, this study firstly reviews related literatures for further discussions, then collects questionnaires within 12 administrative districts of Kaohsiung city, and finally explores the research issues mentioned above through validity and reliability analyses, descriptive statistics, and structural equation model (SEM). The results show that: (1) personality traits demonstrate significant influences upon travel motivations and travel intentions; (2) travel motivations have significant influences upon travel intentions; (3) travel motivations have mediating effects upon the relationships between personality traits and travel intentions; (4) travel constraints display the moderating effects for attenuating the relations between personality traits and travel motivations; (5) travel constraints do not have moderating effects upon the relations between travel motivations and travel intentions. The investigated outcomes of this study could contribute as an important reference of management and policy-making for related institutes.