以方法目的鏈探討中高齡者旅遊價值內涵

Exploring the Goal Value of Middle-Aged and Older Adults Travel Using Means-End Chain Approach

人類的平均壽命不斷攀升，加上目前中高齡者的經濟能力、教育水平與公民素養均有提升，這樣的商機對旅遊產業而言是不斷地擴展與提高。因此本研究以方法目的鏈模型，並利用開放式問卷，對40位中高齡者進行一對一階梯式深度訪談（20位男性及20位女性），且逐步引導說出旅遊時，心中的價值內涵，並以內容分析法進行資料的編碼與分析，進而彙整出價值階層圖。研究結果發現：中高齡者旅遊屬性以行程、價格與同伴為多數人考量之要素；中高齡者之旅遊結果為地點知名度、經濟考量與情誼交流；放鬆感、安全感與幸福感為中高齡者旅遊主要追求的價值目標。本研究經過解析並探討其行銷策略上的意涵，提供業界實務上之運用及學界後續研究之參考。

With a continuous increase in the average human life span and improvements in the older adults' economic capability, educational level, and literacy, new business opportunities are opening up for the tourism industry. This study, conducted on the means-end chain model, and open-ended questionnaires were used to carry out one-on-one in-depth ladder interviews with 40 middle-aged and older adults (20 males and 20 females). They were given stepwise guidance so that they could talk about the value formed in their minds while they were travelling. Content analysis was adopted to encode and analyses. A hierarchical value map was created based on content analysis. The study revealed the following results: Routes, prices, and partners are the primarily considered attributes of middle-aged and older adults' tourism; location reputation, economic consideration, and emotional exchange come out as the consequences of middle-aged and older adults' tourism; sense of relaxation, safety, and happiness are the main values pursued through it. This study has been analyzed for marketing strategies and can be a reference for practical and academic research.