| 摘要: | 近幾年來全球的人口結構正在經歷一個史無前例，而且一去不復返的趨勢，同2006年，全球六十歲以上的銀髮族人數，將首次超越五歲以下小孩的人數。老年族群，在全世界將超過一億人，全球也將因此掀起一波史無前例的人口快速老化潮！台灣也逐漸步入老年化的社會。台灣2004年底65以上老人人口數達215萬人，佔總人口比例9.48%，已符合聯合國正式進入高齡化的門檻。 休閒旅遊活動對銀髮族而言，一來可以增進身心健康，二來也對減少晚年的危機感。同時，銀髮族退休後最想從事的活動，即為旅遊休閒活動。且是相當重要的消費族群，他們所擁有的財富和閒暇時間足夠可以讓他們盡情的四處旅遊。對於銀髮族之健康有相當助益，同時也是一個具有強大消費力的潛在市場，因此目前提供銀髮族居住、休閒、醫療照護的養生村逐漸走紅。 「養老旅遊」是專門針對銀髮族所推出的旅遊產品，讓銀髮族渡假和放鬆心情的旅遊型態，目前在台灣埔里和中興新村已有發展此養老旅遊的案例，為近年新興旅遊產品。除提供養老外，更需要娛樂、休閒給銀髮族安定及多方面的照顧，具備一套完善的經營管理理念與方式，以符合銀髮族需求。有鑑於此，本研究奠基於消費行為學中之計畫行為理論為研究架構，針對台南地區松柏育樂中心、長青公寓、教會或公園的243位五十歲以上的老年人進行問卷調查，瞭解銀髮族對於「養老旅遊」產品的態度、主觀性規範、行為認知與其旅遊意願，而後依其結果解析銀髮族對於「養老旅遊」可能的消費行為意願，並進行行銷策略分析。
In recent years, the global population structure is in an unprecedented change. In 2006, in the whole world the amount of senior people over 60 years old is beyond that of the children under 5 for the first time. In the world, the senior people will be over 100,000,000 , so the fast aging tide is in history without precedent. This tendency also happens in Taiwan. In the end of 2004, the amount of senior people is about 2,150,000 , in the proportion of 9.48% in all Taiwan. It conforms to the threshold of aging phenomenon of the United Nations. For senior people, long stay tourism not only promotes the health of body and mind, but also decreases the crises for aging. For senior people after they retire, the activity they like most is long stay tour. They are the very important consumers because they have adequate wealth and leisure time to travel around. Long stay tour is very good for their health, and it's also a potential market of strong consumption. The 「Long Stay」 that provides living, leisure time and nursery care is growing and booming. 「Long Stay Tourism 」is a tour product that specially claims for senior people, and enables them to travel around and relax. At present, Puli and Jhongsing new village in Taiwan, have the cases of long stay tourism. It affords seniors aging nursery, amusement, recreation, security, stability, and a great diversity of caring. It has a perfect set of management conception and method and appeals to seniors' demands. To meet this tendency, this study is based on 「planned behavior Theory」, and aims at 243 persons over 50 years old in Senior Citizen Center, Longevity Apartment, church and park, and investigates them with questionnaire. To realize their attitudes, subjective norms, behavior recognitions and intentions for long stay tourism, I analyze the senior people's intentions for possibilities of consumptions, and make marketing strategy analyses. |
