| Summary: | 碩士 === 靜宜大學 === 觀光事業學系 === 101 === The purpose of this study is to investigate the relevance between elementary school teachers' travel motivation and travel consumer behavior.
"Questionnaire of Taichung City Elementary School Teachers' Travel Motivation and Travel Consumer Behavior" was conducted as a research tool, in order to explore the result from Taichung's 540 elementary school teachers and results as follows:
1. Travel motivation factors are divided into "relieve stress", "self-realization", "learning and experiencing", "interpersonal communication" four dimensions; travel consumer behavior factors are divided into "herd type", "impulse type" "novelty type", " show off type " four dimensions.
2. The highest dimension of travel motivation of Taichung elementary school teachers is "learning and experiencing".
3. The highest dimension of travel consumer behavior of Taichung elementary school teachers is "impulse type".
4. There are significant differences in Taichung City elementary school teachers’ travel motivation with different age, years of service, education level and marital status, but not with different gender, job category, and size of the serving school.
5. There are significant differences in Taichung City elementary school teachers’ travel consumer behavior with different age, years of service, job category, but not with different gender, education level, size of the serving school and marital status.
6. Travel motivation and travel consumer behavior of elementary school teachers in Taichung city have significant positive correlation.
7. Travel motivation and travel consumer behavior of elementary school teachers in Taichung city have significant predictive power.
Based on the above findings, this study makes a number of recommendations for elementary schools, tourism business and future researchers.
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