[[alternative]]A Study on Exploring the Behavioral Intention of Parental Travelers

[[abstract]] 近年來由於經濟與社會快速發展，家庭結構轉變以雙薪家庭為多數，父母親能跟孩子共同相處的時間相對減少，因此家長大多利用假日及工作閒暇之餘從事親子旅遊。親子利用休假日全家出遊的情形愈來愈普及，如何善用親子相處的機會，利用親子旅遊活動不僅能執行家庭的教育娛樂功能，還能聯絡親子感情，提升家庭的凝聚力。因此，親子旅遊之議題，非常值得仔細探究。 本研究以計畫行為理論為基礎，探討影響到民眾從事親子旅遊之因素。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351份，運用SPSS進行資料分析與假設驗證。研究結果發現：(1)民眾從事親子旅遊之「認知」對於其「態度」具顯著影響。(2)民眾從事親子旅遊之「態度」、「主觀規範」與「知覺行為控制」對其參與親子旅遊的「行為意圖」之影響皆呈現顯著影響。(3)民眾從事親子旅遊的「行為意圖」對實際行為的影響為正向顯著。(4)民眾從事親子旅遊之「知覺行為控制」對實際行為無顯著影響。 研究結果希望能提供給予政府單位、民間觀光旅遊業者及未來研究者參考。[[abstract]] In recent years, due to the rapid economic and social development, the family structure has changed to a double-paying family. Besides, the time for parents to get along with their children has been relatively reduced. Therefore, most of the parents use their leisure time to engage in parental travel. Based on the Theory of Planned Behavior, the purpose of this study is to find out the factors that would affect people to participate in the parental travel. The researchers sent questionnaires and collected 351 valid questionnaires back. In addition, SPSS was used to analyze the data and test the hypotheses. The results of this study are as follows:(1) People's positive and negative cognition of parental travel significantly affect their attitude towards parental traveling.(2) People's attitude, norm, and perceived behavioral control towards parental travel significantly affect their behavioral intention.(3) People's behavioral intention towards parental travel significantly affect their behavior.(4) People's perceived behavioral control towards parental travel doesn't affect their behavior