The Impact of Commonwealth Tour Cards on Domestic Tourism: A Case Study of Junior High School Teachers in Hsin-Chu

• Main Authors: Gow-an Doong, 董國安
• Other Authors: Chang,Shao-His,Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/14788648373252957008

碩士 === 國立臺灣師範大學 === 體育學系在職進修碩士班 === 92 === Abstract The purpose of this study was to understand the utility rate of Commonwealth Tour Card(CTC) of junior high school teachers in Hsin-Chu and how they evaluated it; also, what was studied was how personal backgrounds of different teachers result in their different motives for taking trips, their criteria for choosing tourist spots, and their travel consumer behaviors. Moreover, what were pointed out are: the importance of traveling motives and the importance of the criteria adopted for deciding travel destinations, the relevance between the two, and how travel consumer behaviors were related to them. Last, the factors considered for anticipation of travel consumer behaviors were discussed. A questionnaire survey using random sampling was conducted, targeting 1915 teachers in 37 junior high schools; 329 valid questionnaires were returned. The statistical features used were: t-test, χ2-test, correlation coefficient analysis, ANOVA, and regressive analysis. The results are listed below: 1. Among teachers who hold CTC, 62% used it within quota, 17% continued using it above quota, and 20% never used it. Continue using CTC above quota had most significance regarding for travel consumer behavior. 2. On average, teachers holding CTC travel thrice, two days a time, and the approximate spending lay between NT$3,500 to NT$4,000. 3. The utility rate of CTC was of little significance regarding traveling motives and the criteria adopted for choosing tourist spots. 4. Averagely speaking, those holding CTC travel for longer periods and had higher expenses a time than those who did not hold CTC. Female teachers traveled more frequently than male teachers, but male teachers stayed longer and spent more money each time. 5. Whether the teachers held CTC did not affect their traveling motives: to boost the relationship between family members; to refresh oneself by taking time enjoy life; to escape from the hustle and bustle of ordinary days and reduce pressure. 6. Whether the teachers held CTC did not affect the criteria they used for choosing tourists spots : safety; fresh air; sanitary facility and environment; epidemic disease free; aviation safety. 7. Traveling motive and choice of tourists spots both had relation , those two also related travel consumer behavior. 8. Travel consumer behavior anticipation=6.773+0.141 (spectacular and novel tourists spots) +0.849 (teachers who approved that CTC could promote tourism compared to neutral opinion) +0.931 (teachers who thought there was restrictions when using the card compared to neutral opinion) -2.026 (teachers who disapproved with out-of-town travel policy compared with those who disapproved with stay-overnight, out-of-town, and non-holidays policies).