碩士 / 世新大學 / 觀光學研究所(含碩專班) / 104 / According to the statistics from Tourism Bureau of Taiwan during 2010-2014, the percentage of individual travelers was way higher than that of group travelers. The highest percentage was 67.9% for individual travelers in 2014, while the lowest was 32.1% for group travelers in 2014. Namely, individual travel has become one of the most popular trends for Taiwanese. For this reason, the purpose of this study is to investigate whether the behavior intention of individual travelers will be affected by travel attitude, subjective norm, or perceived behavioral control that follow the foundation of theory of planned behavior by Ajzen.
This study collects 383 valid responses from travelers in Taoyuan International Airport via questionnaires, which are then analyzed by descriptive analysis, reliability analysis, factor analysis, independent-sample T test, one-way ANOVA, and multiple regressive analysis of SPSS statistics software package.
The study reveals travel attitude and perceived behavioral control obviously influence the behavior intention of individual travelers, but subject norm doesn’t. More positive travel attitude leads to more desire to travel. Moreover, individual travelers will evaluate the relevant resources and chances before traveling. The questionnaires conclude the individual travelers will not be swayed by friends, relatives or other travel references before making a decision to travel.
Finally, it is hoped the result of this study will be a reference to all tourism industries and travel agencies in the design of future products for individual overseas travelers.
| Identifer | oai:union.ndltd.org:TW/104SHU00571027 |
| Date | January 2016 |
| Creators | CHU, YEN-JUNG, 朱妍蓉 |
| Contributors | CHEN, CHIA-YU, 陳家瑜 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 94 |
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