台灣近年觀光業盛行，旅遊方式走向多元化，其帶來之產值不容小覷。隨著醫療發達、社會福利進步，老年人開始重視生活品質，老年人旅遊市場逐漸成為旅行社關注的重要領域之一。在旅遊市場研究中，旅遊動機與旅客滿意度一直佔有重要地位。而領隊依附與旅客沉浸則為近期旅遊研究新興議題，惟少有研究特別針對老年人領域並同時聚焦於這些熱門議題上之研究。本研究為彌補此缺口，旨在探討與了解老年人不同的旅遊動機對領隊依附、旅客沉浸以及旅客滿意度之關係。本研究依此採用調查法。透過網路發放，以50歲以上之老年人為研究對象進行資料收集，共收回312份有效問卷。結果為老年人旅遊動機在追求提升知識、自我實現或是拓展社交方面會對領隊有顯著的依附、老年人逃離現實動機程度越高，旅客沉浸程度越高；領隊依附與旅客沉浸呈正相關、領隊依附與旅客滿意度呈正相關及旅客沉浸與旅客滿意度呈正相關是成立的。希冀本研究可供相關產業參考增加旅客與領隊之間的緊密程度，進而提升旅客沉浸及旅客滿意度。
The purpose of this study is to understand the relationship among the motivation behind the senior tourism, tour leaders’ attachment, tourists’ immersion and tourists’ satisfaction. This research is a random survey on the Internet based on questionnaires and literature analysis related theories, collecting data from people over 50 years old. 312 valid samples were obtained and they support the hypotheses by Structural Equation Modeling for data analysis and model verification. The results show that tour leaders’ attachment has a positive effect on tourists’ immersion. Tour leaders’ attachment has a positive impact on tourists’ satisfaction. Tourists’ immersion has a positive impact on tourists’ satisfaction. Finally, the research provides some suggestions for management and academic research.
