探討永續旅遊之服務創新

本研究以永續旅遊為主題，探討其服務創新對旅客購買意願的影響。研究目的包括永續旅遊之服務創新對購買意願是否會有影響；以及不同人口統計變項對於永續旅遊之服務創新與購買意願是否具有顯著差異。研究流程依次為確定主題、文獻探討、建立假說、設計問卷、資料分析和提出結論與建議，並且納入實務意涵。
研究結果顯示永續旅遊之服務創新對購買意願有正向顯著的影響，在推動永續旅遊時，創新的服務或方案對提升消費者對永續旅遊商品的購買意願具有重要的影響；以及顯示人口統計變項對永續旅遊之服務創新與購買意願有正向顯著的影響，其原因為永續旅遊通常較一般旅遊商品需支付較高成本，對於年輕族群負擔較大。

This study focuses on sustainable tourism, exploring the impact of service innovation on travelers’purchase intention. The objectives of this research are twofold:(1) to examine whether service innovation in sustainable tourism influences travelers’purchase intention; and(2) to investigate whether demographic variables lead to significant differences in perceptions of service innovation and purchase intention related to sustainable tourism. The research process includes topic selection, literature review, hypothesis development, questionnaire design, data analysis, and the presentation of conclusions and practical recommendations.
The results indicate that service innovation in sustainable tourism has a significant positive effect on travelers’purchase intention. Innovative services or programs play a crucial role in increasing consumers’willingness to purchase sustainable tourism products. Furthermore, the findings show that demographic variables have a significant positive influence on both service innovation and purchase intention in sustainable tourism. This may be because sustainable tourism typically involves higher costs than conventional tourism products, which could represent a greater financial burden for younger age groups.