犬隻飼主進行寵物旅遊的阻礙、協商與旅遊期望

Abstract

寵物旅遊是指飼主與寵物一同出遊，多數飼主將寵物視為家人，希望能與寵物一同參與旅遊活動。隨著寵物數量的增加及其地位的提高，這樣的需求日漸受到關注。研究顯示，雖多數飼主曾有進行寵物旅遊的想法，但缺乏實際行動，反映飼主可能遭遇阻礙或期望未被滿足。本研究旨在探討影響飼主參與寵物旅遊的各項因素與決策過程，以提升飼主參與寵物旅遊的可能性。 阻礙協商模型(Constraint-Negotiation Model)被普遍運用於探討人們參與休閒活動所遇到的困難與解決方式，有助於瞭解各式休閒活動參與者的決策過程。模型在寵物旅遊領域的應用較少，不同阻礙對旅遊參與的影響也不一致，阻礙如何影響旅遊參與的機制尚待釐清。除了阻礙，期望也是影響旅遊決策的重要因素。過去研究缺乏對寵物旅遊整體期望的討論。本研究結合阻礙協商概念、飼主需求與旅遊服務，統整飼主對寵物旅遊整體的期望。 本研究分為兩個部分，研究一以結構方程模型檢驗阻礙協商模型在寵物旅遊的應用，結果顯示所有阻礙皆應被視為感知阻礙的構面。分析模型的變項間關係，感知阻礙正向影響協商但負向影響參與意圖、動機正向影響協商、協商正向影響參與意圖，且協商對感知阻礙與參與意圖的中介效果成立，與過去研究一致。研究二以形成性模型探討飼主對寵物旅遊的期望，結果顯示所有旅遊期望服務中交通和人員與照護對旅遊期望的影響力最大，且研究中各項指標的權重亦可作為旅遊服務改善或評估的參考。 本研究藉由阻礙協商模型與旅遊期望的調查，瞭解飼主參與寵物旅遊的過程與其影響因素，研究成果可用於制定提升國內寵物旅遊參與的策略，供相關產業與政策規畫做為參考。

Pet tourism, the activity of owners traveling with their pets, is gaining attention due to rising pet numbers and status. Despite growing interest in pet tourism, many owners rarely participate, suggesting potential barriers or unmet expectations. This study aims to investigate the factors and decision-making process in pet tourism participation. The Constraint-Negotiation Model is widely used to explain decision-making processes in leisure activities; however, its application in the context of pet tourism is still limited. Therefore, the exact impact of different constraints on participation in pet tourism remains unclear. Additionally, travel decisions are influenced significantly by expectations. Previous research has lacked comprehensive discussion on overall expectations in pet tourism. This study integrates the Constraint-Negotiation concept, owners' demands, and tourism services to clarify pet owners' expectations. This study is divided into two phases. Study one employs Structural Equation Modeling (SEM) to apply the Constraint-Negotiation Model in pet tourism. The results indicate that all constraints should be considered as dimensions of perceived constraint. Path analysis confirms that perceived constraint positively affects negotiation; however, it negatively impacts owners' intention to travel with their dogs. Motivation positively influences negotiation, which in turn enhances intention. The study establishes the mediating role of negotiation between perceived constraints and intention, and the findings are consistent with previous research. Study two explores pet owners' expectations for pet tourism using a formative model. Findings reveal that transportation and personnel services have the most significant influence on travel expectations. Furthermore, the weight of each indicator can guide improvements or evaluations of tourism services. By examining the Constraint-Negotiation Model and travel expectations, this study provides insights into the influencing factors and processes affecting pet tourism participation. The findings can guide strategies to boost domestic pet tourism participation and inform policy and industry practices.