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By 巫玫慧


[[abstract]]了解動機如何影響人們的旅遊習慣與目的地選擇是很重要的,有助於規劃者更了解旅遊者的行為與旅遊地的觀光價值。量表的初步建構藉由質化研究方式透過文獻回顧、業者訪談及舉辦焦點團體,廣納參與旅遊活動的動機因素。接著採用內容分析法將這些因素發展成問卷初始問項。根據目前的文獻回顧顯示,現有文獻中,不能完整解釋公司團體套裝旅遊員工旅遊的動機。本研究透過因素分析、驗證性因素分析的目的是主要分兩點:ㄧ是辨別出公司團體套裝旅遊中,員工參加的動機因素;另ㄧ則是檢測動機因素及員工的人口統計變數之間的關聯。 本研究藉由質化與量化結合之方式,從消費者(公司員工)、計畫者(業者及公司主管)觀點,輔以嚴謹科學方法建構量表,以達建立適合衡量公司團體套裝旅遊動機之量表。利用因素分析歸結出6個動機構面20題動機因素,而量表之模式適配度之基本適配標準均通過,信度之建構以Cronbach’s ?檢定內部一致性,各構面及量表總信度值主構面及子構面皆在0.8以上,均達標準,可見本預試量表具有良好信度。 本研究發展的量表從初稿研擬至完成信度與效度的檢驗,均以各種嚴謹的研究方法驗證結果,皆發現具有良好信度與效度,以之作為衡量國內公司團體套裝旅遊動機之衡量量表,是值得參考與運用的有效工具。 Understanding what motivations influence people’s travel habits and destination selections is crucial to predicting their future travel patterns. In Asian countries, such as Japan and Taiwan, in-company group package tour is one of the main modes of organ-izational travel for employees. The development of employees’ travel motivation for in-company GPT seems to be more complicated than leisure and group package tour tourists. However, despite the importance of in-company GPT to the travel industry, there is a lack of empirical support regarding what is the travel motivation for employ-ees in choosing and participating in the in-company GPT? This research is in quality way to combine with quantization, from the views of consumer (company staff ) , projector (the family property person and company''s ex-ecutive ), complement and build constructing amount form with the rigorous scientific method. The question items mainly include six dimensions with 20 questions derived from the scale development of this study. Respondents were screened to ensure they had in-company GPT experiences. 1100 questionnaires were sent out, 708 surveys were re-turned, and of those, 430 were useable for the purpose of reanalysis. This study also ex-hibited convergent validity, discriminate validity, and convergent validity. Certainly, it would be worthwhile for destination countries to pay closer attention to this situation, and the findings and ideas of this rigorous study could be generalized to this travel market

Topics: 公司團體套裝旅遊, 旅遊動機, 員工旅遊, 員工福利, 驗證性因素分析, 驗證性因素分析, in-company GPT, travel motivation, employee benefit, LISREL
Year: 2009
OAI identifier: oai:
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