A STUDY ON INFLUENTIAL FACTORS OF TOURISTS'' TRAVEL INSURANCE CONSUMER BEHAVIOR

• Main Authors: Shih-chieh Chang, 張世杰
• Other Authors: Chih-wen Ting
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/93606576728349315106

碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 101 === 　　As a result of the implementation of the two-day weekends, more and more people are engaged in traveling and leisure activities. At the same time, the risks of travel accidents are also rising comparatively. In order to have more indemnification for taking a trip, travel insurance becomes a necessity for tourists. Is travel insurance equally valued as life insurance by people in Taiwan? How does tourists’ travel insurance consumption interact with personality traits of tourists, travel patterns, risk management, travel risk perception and information gathering? Do the variables mentioned above affect tourists’ travel insurance consumer behavior? In this study, people who have traveled abroad in the last five years are taken as subjects. The convenience and snowball sampling methods are used to conduct the survey with 432 valid questionnaires out of 600 issued ones. 　 　　The results showed that: (1) Conscientiousness personality traits have a significant impact on risk management; (2) Conscientiousness personality traits have a significant impact on travel risk perceptions; (3) Conscientiousness personality traits have a significant impact on the information collection; (4) Travel risk perception on risk management has a significant impact; (5) Tourists’ travel risk perception have a significant impact for choosing group travel patterns. 　 　　The results recommend: Travel and insurance-related agencies can provide information about travel insurance in their products for tourists’ reference. Insurance-related agencies can set up a counter or have advertisements at the airport not only to increase publicity but also to remind tourists of having travel insurance. Insurance agencies can design a variety of travel insurance products to drive tourists’ purchase desire. Tourists should enrich their knowledge of travel insurance and choose appropriate one depending on types and conditions of their traveling.