[[alternative]]A Study on Exploring Women's European Self-Travel Behavioral Intention

[[abstract]] 隨著交通便利與資訊科技的發展，到國外自助旅行的人數逐年攀升，一趟自助旅行雖然充滿著獨特的回憶，但相對地，從決定參與自助旅行開始，也必須付出相當的心力去規劃和安排行程，此外，更要有能力和體力去應付旅途中面臨的一切挑戰和變數。根據統計，近年來女性到歐洲自助旅行的人口數增加比率高於男性，究竟是什麼因素吸引女性從事歐洲自助旅行，值得我們加以探究。 本研究以計畫行為理論為架構，探討影響女性從事歐洲自助旅行行為意圖之相關因素。本研究採用問卷調查法，以便利抽樣之方式共回收有效問卷492份，並運用SPSS及結構方程模式進行資料分析與假設驗證。 研究結果顯示：(一) 女性從事歐洲自助旅行的「態度」對於「行為意圖」有正向影響。(二) 女性從事歐洲自助旅行的「知覺行為控制」對「實際行為」有正向影響。(三) 女性從事歐洲自助旅行的「行為意圖」對「實際行為」有正向影響。 (四) 旅遊次數在「知覺行為控制」對「實際行為」的關係有干擾效果。(五) 旅遊次數在「行為意圖」對「實際行為」的關係有干擾效果。 根據本研究結果與結論，提出建議，供尚未從事歐洲自助旅行的女性、歐洲自助旅行愛好者、官方旅遊單位及後續研究者作為參考。[[abstract]] With the convenience of transportation and the fast-developed information technology, more and more people choose to travel abroad on their own. Although a self-travel trip can be unique and unforgettable, it takes a lot of efforts and time to plan and prepare beforehand. Besides, self-travelers must be strong and tough enough to deal with all the challenges happening during the trip. However, the number of females who travel to Europe is getting higher and higher. The reason why more and more females are traveling to European countries independently is what we want to explore. Based on the Theory of Planned Behavior, the purpose of this study is to find out the factors that attract females to participate in European self-travel. The researchers sent questionnaires online and got 492 valid questionnaires back. SPSS and Structure equation modeling (SEM) are used to analyze the data and test the hypotheses. The results of this study are as following: (1)Female's attitude towards European self-travel significantly affect theirbehavioral intention towards European self-travel. (2)Female's perceived behavioral control towards European self-travel significantly affect their behavior towards European self-travel. (3)Female's behavioral intention towards European self-travel significantly affect their behavior towards European self-travel.(4)Number of European self-travels shows an evident impact on the degree of influences of perceived behavioral control and behavior.(5)Number of European self-travels shows an evident impact on the degree of influences of behavioral intention and behavior. According to the result, we offer some suggestions for women who would like to experience European self-travel, European self-travel lovers, public sectors, travel agencies and other researchers