以計畫行為理論探討中高齡者赴蘇州長宿休閒之意願

Abstract

隨著社會經濟發展，越來越多的人在旅遊中更重視文化的體驗，而非只是觀賞景點，國家旅遊局也提出全域旅遊這一新型概念，引導大家更多的在旅遊中注重目的地的生活氛圍以及文化體驗。長宿休閒恰是順應此要求出現在中國大陸市場的新興旅遊產品。然而在大陸地區，長宿休閒相關研究缺少消費者角度的實證性研究，而計畫行爲理論多被運用於消費者的行爲解釋和預測，故本研究欲瞭解中高齡者的行爲態度，知覺行爲控制和主觀規範對於其赴蘇州進行長宿休閒的行爲意圖的影響，以供市場參考。本研究使用便利抽樣，以蘇州周邊省市45歲及以上的中高齡者為母體，再於旅遊相關微博超話、微信群及問卷星平臺中針對符合資格之研究對象發放電子問卷，共計回收了576份問卷，其中有效問卷442份。研究結果顯示：1.受訪者多是有良好教育程度和較高收入水準的在職中壯年；2.受訪者對於赴蘇州進行長宿休閒之行為態度、知覺行為控制、主觀規範和行為意圖構面均值皆處於中上水平；3.人口背景變項 (現居地、工作狀態和此前是否去過蘇州) 在行為態度、知覺行為控制、主觀規範和行為意圖四個構面有顯著的差異；4.行為態度、知覺行為控制、主觀規範和行為意圖之間兩兩呈現中高度的相關；5.受訪者的現居地、知覺行為控制、主觀規範與行為意圖之間有顯著的預測關係。本研究建議消費者重視提前做好退休規劃；服務提供者在周邊城市多做宣傳，營造休閒氛圍；後續研究可以拓寬研究範圍和其他地區問卷收集之份數；選用其他研究方法，如半結構訪談等，更深入瞭解消費者對於參與長宿休閒的想法。With the socio-economic development, an increasing number of people in tourism are placing more emphasis on cultural experiences rather than just sightseeing. The National Tourism Administration has also proposed the concept of"global tourism" which guides individuals to focus more on the local lifestyle and cultural experiences of the destinations. Long stay is a new emerging tourism product in the mainland China market that responds to this demand. However, there is a lack of empirical research from the consumer perspective on long stay in the mainland China region. The Theory of Planned Behavior (TPB) is often used to explain and predict consumer behavior. Therefore, this study aims to understand the impact of behavioral attitudes, perceived behavioral control, and subjective norms on the behavioral intentions of middle-aged and elderly individuals to engage in long stay in Suzhou, China, providing insights for the market.Convenience sampling was employed in this study, targeting middle-aged and elderly individuals aged 45 and above from Suzhou and surrounding provinces in China. Electronic questionnaires were distributed to eligible participants through tourism-related microblogging platforms, WeChat groups, and the Wenjuanxing platform. A total of 576 questionnaires were collected, with 442 valid responses. The study results showed the following:1. The respondents were mostly middle-aged individuals with relatively high level education and income.2. The mean scores for behavioral attitudes, perceived behavioral control, subjective norms, and behavioral intentions toward engaging in long stay in Suzhou were all above average.3. Demographic variables (place of residence, employment status, and previous visits to Suzhou) showed significant differences across the four dimensions of behavioral attitudes, perceived behavioral control, subjective norms, and behavioral intentions.4. Moderate to high correlations were observed between behavioral attitudes, perceived behavioral control, subjective norms, and behavioral intentions.5. The place of residence, perceived behavioral control, and subjective norms significantly predicted behavioral intentions.Based on the study findings, this research suggests that consumers should spend more time on retirement planning in advance, and service providers should promote themselves in surrounding cities and create an atmosphere suitable for relaxation. Future research can expand the scope and sample size beyond the current region, and utilize other research methods such as semi-structured interviews to gain a deeper understanding of consumer perceptions regarding long stay.