碩士 / 南華大學 / 文化創意事業管理學系文創行銷碩士班 / 104 / Perceived risk has been a vital factor that influences consumer behavior. However, relatively little attention has been paid to perceived risk in the studies on independent travel. Therefore, based on the study variable of perceived risk and other factors like personality traits and travel motivation, this study aims to explore the effects of these factors on travel intention towards overseas independent travel. A questionnaire about this issue is devised by the researcher and distributed to elementary school teachers in Changhua County and the returned valid questionnaires number 285. The results of the statistical analysis are as follows.
First, taking the teachers’ personal backgrounds into consideration, there are statistically significant differences in travel motivation and personality traits while there are no significant differences in perceived risk. The teachers show the strongest motivation towards “learning /experiencing cultures” and “avoiding and seeking excitement /adventure.” Besides, the most obvious personality trait of the teachers is “being easygoing.”
Second, considering the ages of the teachers, there are significant differences in the motivation toward “learning /experiencing cultures” and “avoiding and seeking excitement /adventure.” The teachers under the age of 40 show stronger motivation towards “learning /experiencing cultures” and “avoiding and seeking excitement /adventure” than those aged between 41 and 65. Furthermore, the teachers who are unmarried and married without children show stronger motivation towards “learning /experiencing cultures” than those married with children. As for personality traits of the teachers of different ages, there are significant differences in “being easygoing.” The teachers aged between 51 and 65 are significantly more easygoing than those aged between 31 and 40.
Third, travel motivation, personality traits and perceived risk all have significant effects on travel intention towards overseas independent travel. Among them, the motivation towards “learning/experiencing cultures,” “social interaction/ entertainment,” and “avoiding and seeking excitement /adventure,” the self-perceived risk and the personality trait of “being open-minded” have significantly positive effects on travel intention towards overseas independent travel.
| Identifer | oai:union.ndltd.org:TW/104NHU00785015 |
| Date | January 2016 |
| Creators | Wan-I Jao, 饒婉儀 |
| Contributors | Yu-Kai Huang, 黃昱凱 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 105 |
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