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輔仁民生學誌

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篇名 Covid-19旅遊風險認知對旅遊行為之影響-以醫學背景為調節變數
卷期 28:2
並列篇名 The Impact of Covid-19 Tourism Risk Perceptions on Tourism Behavior-Medical Background as Moderating Variables
作者 張軒瑄張佑瑞
頁次 115-134
關鍵字 知覺旅遊風險健康信念模式旅遊意願perceived travel riskhealth belief modeltravel imagery
出刊日期 202212

中文摘要

COVID-19日趨嚴重,因此希望了解COVID-19會如何影響個體的旅遊行為,以健康信念模式為基礎,分析COVID-19下,個體的旅遊風險認知,是否影響目的地之旅遊意願程度,進而分析個體前往的旅遊地點是否會調節旅遊風險對旅遊意願之影響。本研究採隨機抽樣,針對醫學相關背景之對象進行調查,以北臺灣進行問卷發放,回收有效問卷共402份。本研究提出知覺旅遊風險、健康信念模式及旅遊目的地會影響個體未來的旅遊意願之假設,研究結果顯示個體重視自身健康狀況,在COVID-19下進行旅遊都具極高風險,不願意進行旅遊行為。當知覺旅遊風險、健康信念模式程度提高,旅遊意願降低,呼應本研究假設。本研究結果提供旅遊業了解個體在COVID-19下,旅遊意願之變化,藉此提供相關因應對策。

英文摘要

Covid-19 is getting worse Therefore, this study hopes to understand how the Covid-19 will affect the travel behavior of Asian tourists by understanding their future travel intentions abroad. Four variables suggested by Health Belief Model, are used as independent variables. They are perceived susceptibility, perceived seriousness, self-efficacy, and subjective knowledge. The study proposed the study hypothesis that five variables including individual’s perceived travel risks, perceived susceptibility, perceived seriousness, self-efficacy, and subjective knowledge are proposed to affect the individual's willingness to travel to other countries in the future. And the tourism destination including China, America and Southeast Asia is hypothesized as the moderating variable in this research model. The random sampling method was used to collect from 420 study participants. The study participants were Taiwanese who were able to travel abroad and live in northern part of Taiwan. The study instrument was the closed-ended survey including their perceptions of traveling risks, four variables suggested by Health Belief Model, and their future intentions to four different countries. The study results confirmed that individual’s perceived traveling risks, perceived susceptibility, perceived seriousness, self-efficacy, and subjective knowledge can affect the individual’s future travel intentions. The result showed that individuals pay attention to their own health and considered higher level of travel risks during the COVID-19. The willingness of traveling abroad is lower as well. The study result provided the valuable information for the travel and tourism industry.

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