本研究目的係探討銀髮族旅遊產品設計關鍵成功因素並進行權重的重要性排序，以 層級程序分析法(AHP)專家問卷，提出適合銀髮族休閒旅遊活動產品之建議。調查對象 為旅遊業管理階層、政府相關主管機關人員、任教於大專院校相關領域之專家學者及旅 遊經驗豐富的銀髮族。本研究第二層架構分為：1.旅遊動機面；2.旅遊阻礙面；3.個人內 在因素面；4.外在環境因素面。第三層根據四個構面再劃分出14個評估因素。研究結果 顯示，在第二層四大構面中，以旅遊動機面最為重要。在旅遊動機面為評估準則下之權 重，以具健康與調劑身心的旅遊活動促進健康並增進家人的感情之影響最大；在旅遊阻 礙面為評估準則下之權重，以設計不同天數的旅遊方案，排除銀髮族因個人認知等生理 及心理因素之影響最大；在個人內在因素面為評估準則下之權重，以能消除銀髮族因缺 乏合適友伴一起參與旅遊活動的不安感之影響最大；在外在環境因素面為評估準則下之 權重，以旅遊行程的領隊與導遊之素質與服務品質能達到銀髮族期望之影響最大。

The purpose of this study is to find the key success factors of travel products for senior citizens and to use Analytic Hierarchy Process (AHP) survey to evaluate the importance of different elements involved in travel product design. Managers of travel agencies, governmental agencies, teachers and professors in related fields as well as seniors who travel extensively were surveyed. The survey focuses on 4 main factors: 1.Travel incentive, 2.Obstacles to travel, 3.Personal needs, and 4.Environmental reasons. Under these main factors, there are a total of 14 elements. The results showed that “travel incentive” is the most important factor. Under this factor, travel programs targeting spiritual health and promoting healthy relationship between family members is the element that had the most influence on participants5 decisions. Under “obstacles to travel”，designing packages with various traveling lengths to accommodate their physical and emotional needs is the element that can help overcome the obstacle. Under “personal needs”，helping seniors find companionship through travelling is the element that is most influential. Under“ environmental reasons”，whether the quality of services and travel guides meet the seniors’ expectations is the determining element.