臺灣博碩士論文加值系統

從2019年11月起，COVID-19疫情已蔓延全球120多個國家和地區，至今尚未完全受到控制，各國紛紛採取禁航、關閉邊界等措施，台灣則史無前例地將全世界的旅遊警示燈都列為「紅色」，可見疫情傳播速度讓全世界國家或地區不得不採取全球大隔離的行動，進而造成全球經濟嚴重衝擊。入境旅遊業的發展緩步復甦，距離徹底恢復還需要很長一段時間，且國際疫情還在持續蔓延，以人群流動和聚集為主要活動方式的旅遊業是遭受影響最大的行業之一。目前針對新冠疫情對旅遊迴避行為影響的專門性研究相對匱乏，因此本研究目的在探討疫情時代旅遊安全傳播訊號的改變對知覺風險與旅遊迴避行為的影響，並以保護動機理論( Protection Motivation Theory, PMT) 為分析架構進行驗證分析，並提供建議。本研究結果顯示，旅遊安全傳播訊號的資訊內容、資訊密度及資訊相關性對知覺風險具有正向影響，知覺風險在旅遊安全傳播訊號對旅遊迴避行為具中介效果。最後並提出及時傳達最新旅遊安全訊息以提升旅遊意願、加強旅遊數位體驗、開發新型旅遊產品如自然旅遊等實務建議。

Since November 2019, the COVID-19 epidemic has spread to more than 120 countries and regions around the world in just a few months, and more than 300,000 people have fallen ill. It has not yet been brought under control. Countries have adopted measures such as evacuation of overseas Chinese, bans on flights, and border closures. In Taiwan, the world's travel warning lights are listed as "red" for the first time in history. It can be seen that the speed of the spread of the epidemic has forced countries or regions around the world to take a global quarantine action, which has caused a serious impact on the global economy. The economic loss of the industry is difficult to estimate. Various countries or regions have actively proposed a normalization stage, and the development of inbound tourism has recovered, but it will take a long time to fully recover, and the international epidemic is still spreading. The tourism industry, where gathering is the main mode of activity, is one of the most affected industries. Therefore, the post-pandemic impact of COVID-19 still exists in the tourism market, and the extent of its impact still needs to be verified. At present, the impact of the new crown epidemic on travel avoidance behavior There is a lack of specialized research on it. Therefore, the impact of changes in travel safety communication signals in the epidemic era on perceived risk and travel avoidance behaviors is explored, and the Protection Motivation Theory (PMT) is verified and analyzed, and suggestions are provided. Finally, the results of this study show that the information content, information density and information relevance of travel safety communication signals have a positive impact on perceived risk, and perceived risk in travel safety communication signals has a mediating effect on travel avoidance behavior.

中文摘要 i
英文摘要 ii
目錄 iv
表目錄 vii
圖目錄 viii
一、緒論 9
1.1 研究背景 9
1.2 研究動機 12
1.3 研究目的 16
1.4 研究限制 16
1.5 研究流程 17
二、文獻探討 19
2.1保護動機理論 19
2.2 COVID-19對旅遊影響 22
2.2.1 COVID-19的影響 22
2.2.3 西方旅遊安全風險警示 25
2.2.3 台灣旅遊安全風險警示與國內外旅遊警示分級 28
2.3 旅遊安全傳播資訊 32
2.3.1 旅遊安全 32
2.3.2 旅遊安全傳播 33
2.3.3旅遊安全傳播媒體管道的訊號傳輸與維度 35
2.4 旅遊知覺風險 38
2.5旅遊迴避行為 40
2.6 旅遊安全訊號與旅遊迴避行為 42
2.7 旅遊安全訊號與旅遊知覺風險 44
2.8 旅遊知覺風險與旅遊迴避行為 46
2.9 旅遊安全訊號、旅遊知覺風險與旅遊迴避行為 48
三、研究方法 49
3.1 研究變項與架構 49
3.2 研究模型 49
3.3 研究假設 51
3.4 研究流程與對象 51
3.5 研究變項之操作性定義說明與測量方法 52
3.5.1 旅遊安全傳播訊號 53
3.5.2 旅遊知覺風險 54
3.5.3 旅遊迴避行為 55
3.6 統計分析 56
四、研究結果 57
4.1 樣本結構分析 57
4.2 量表信度分析 60
4.3整體測量模型 65
4.3.1 測量模型的指標 65
4.3.2. 信度與相關性分析 65
4.3.3 區別效度分析 66
4.4. 結構路徑模型 69
4.4.1假設檢驗 69
4.5 中介分析 71
五、討論和結論 73
5.1研究結果 73
5.2研究討論 75
5.3 理論貢獻 77
5.4. 實務建議 78
5.5 後續研究建議 80
參考文獻 81
中文文獻 81
英文文獻 83
附錄一、正式問卷 91

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