| 摘要: | 民眾積極配合政府的相關防疫政策，保持社交距離並且願意施打疫苗，但內心的恐懼依然存在。相較於前一年，2020年總計出國、來臺旅客已呈現負成長，造成我國觀光相關產業巨額的損失。健康旅遊以健康促進為吸引力訴求的旅遊品商品及觀念，能否成功在後疫情時代擺脫民眾對於疫情的恐懼心理，促進國民旅遊的發展，值得本研究深入探討。據此，本研究企圖探討COVID-19疫情的恐懼、健康生活型態，對健康旅遊參與意願的影響。根據本研究的文獻回顧，健康旅遊(Health Tourism)係旅遊的一種分支，本研究假設一、COVID-19疫情的恐懼心理負向影響健康旅遊的意願。此外，COVID-19疫情影響下的健康促進生活型態，應該能具體影響並展現在健康促進的旅遊方式上，本研究假設二、COVID-19疫情影響下健康生活型態正向影響健康旅遊的意願。假設三、COVID-19疫情影響下的健康生活型態與恐懼具有顯著相關聯性。假設四、不同人口統計背景的受訪者對COVID-19疫情的恐懼、健康生活型態、健康旅遊參與意願具有顯著差異。本研究正式問卷發放，於2021年9月7日至2021年9月20日進行網路問卷調查，共計回收611份有效樣本。研究結果顯示：本研究假設皆得到驗證。此外，本研究亦發現不同人口統計背景的受訪者對健康生活型態具有顯著差異。擔心感染COVID-19程度的差異，對於COVID-19疫情的恐懼程度有著明顯不同。預期COVID-19全球疫情何時結束的看法存在差異，對於健康旅遊參與意願高低有著明顯不同。
建議：提供不同COVID-19恐懼感受與不同健康生活型態的民眾，有不同的遊程設計與規劃之探討。並且，有待防疫規定的鬆綁與行銷自然旅遊與醫療旅遊的健康促進效益，以吸引追求健康生活型態的民眾在後疫情時代從事：符合政府防疫規定、減少民眾恐懼的國內健康旅遊。
People actively cooperate with the relevant government anti-epidemic policies, maintain social distancing and are willing to vaccinate, but their inner fears remain. Compared with the previous year, the total number of outbound and visitors to Taiwan in 2020 has shown negative growth, resulting in huge losses in Taiwan's tourism-related industries. Whether the tourism products and concepts of health tourism, which are attractive to health promotion, can successfully get rid of people's fear of the epidemic in the post-epidemic era and promote the development of national tourism is worthy of in-depth discussion in this study.Based on this, this study attempts to explore the impact of COVID-19 fear, healthy lifestyles, and the willingness to participate in health tourism. According to the literature review of this study, health tourism is a branch of tourism, and this study hypothesized that the fear of COVID-19 affects the willingness of health tourism. In addition, health-promoting lifestyles under the impact of the COVID-19 pandemic should be able to specifically affect and manifest themselves in health-promoting tourism styles, and this study assumes that healthy lifestyles under the impact of the COVID-19 pandemic positively affect the willingness to travel healthily. Hypothesis 3: Healthy lifestyles under the impact of the COVID-19 pandemic are significantly associated with fear. Hypothesis 4: Respondents from different demographic backgrounds have significant differences in their fear of COVID-19, healthy lifestyles, and willingness to participate in healthy tourism.The survey was officially distributed and an online questionnaire was conducted from September 7, 2021 to September 20, 2021, and a total of 611 valid samples were recovered.
The results of the study show that the hypotheses of this study have been verified. In addition, the study found significant differences in healthy lifestyle patterns among respondents from different demographic backgrounds. There are significant differences in the degree of fear of COVID-19 and the level of fear of the COVID-19 outbreak. There are differences in perceptions of when the covid-19 global pandemic is expected to end, with marked differences in willingness to participate in health tourism.Recommendation: People who provide different COVID-19 fear feelings and different healthy lifestyles have different travel designs and plans. In addition, the health promotion benefits of nature tourism and medical tourism need to be relaxed and marketed to attract people who pursue a healthy lifestyle to engage in domestic health tourism in the post-epidemic era: domestic health tourism that meets the government's epidemic prevention regulations and reduces people's fears. |
