全球華人創造力學會
Global Association of Chinese Creativity
OEN-006
後疫情時代:無接觸銷售對旅遊意願影響探討
The Post-COVID-19 Era: Exploring the Impact of Contactless Sales on Travel Intentions
牛涵錚
淡江大學
陳美仁
淡江大學
楊順吉
淡江大學
陳威志
淡江大學
因為COVID-19全球性的影響，旅遊業受到嚴重的衝擊，無論是休閒度假、商務出差、親子教育等旅遊，都因為疫情而衰退。大淡水區域的經濟發展主要是以觀光為主，在疫情之後對於區域經濟發展大受打繫。偏鄉地方消滅是世界各國正在面對的進行式，在地方創生的議題之下如何保存與提振地方發展是當前所關注的。在疫情狀況之下，如何先保存現有的能量是首要考量的。除了配合政府的防疫措施之外，有許多商家也以創新的服務方式因應因COVID-19疫情，降低消費者恐懼傳染的心理，以各種無接觸銷售來吸引遊客消費，結合科技技術與商店運作的流程，以創新銷售的模式來尋求出路，讓遊客安心消費。與傳統的旅遊不同，無接觸銷售不強調與人接觸的溫度，而以遊客安全感為訴求。在疫情時代本研究以遊客為研究對象，探討無接觸銷售方式接受意願的影響因素，影響旅遊意願的強度，包含感知風險、防疫自我效能以及對於無接觸銷售意願，提出量化研究的假設，並且以問卷調查的方式，透過樣本的收集，驗證各個影響因素與遊客採納無接觸銷售意向的因果關係，最後根據無接觸銷售驗證的研究結果，提出實踐無接觸銷售意願的策略建議。
關鍵字：地方創生、關係人口、感知風險、旅遊意願、遊客參與
The Post-COVID-19 Era: Exploring the Impact of Contactless Sales
on Travel Intentions
Since COVID-19, the tourism industry has been severely impacted, whether it is for leisure vacations, business trips, parent-child education and other travel, all of which have declined due to the epidemic. In addition to cooperating with the government's epidemic prevention measures, many businesses have also adopted innovative services to reduce consumers' fear of infection due to the COVID-19 epidemic, using various contactless sales to attract tourists' consumption. Although many contactless sales methods existed before the epidemic, such as using the Internet or ordering machines to reduce labor costs, using seating areas to serve customers to save dining space, rails to deliver food to achieve the dual purpose of innovation and labor saving, and a no-man's store that uses internet technology and overall planning to operate. Unlike traditional tourism, it does not emphasize the temperature of human contact, but rather appeals to visitors' sense of security. With the impact of the COVID-19 epidemic, contactless sales are exactly what tourists need. Not only can it reduce human contact and ensure consumer safety, but it can also bring sales to the tourism industry with innovative sales methods. This study will examine the factors influencing the acceptance of contactless sales methods in the post-COVID-19 era, using tourists as the target population. Then, several hypotheses affecting the strength of travel intentions, including perceived risk, self-efficacy for epidemic prevention, and intention to adopt contactless sales, are presented in a quantitative study. A questionnaire survey will be conducted to verify the strength of each influencing factor through sample collection. In addition, this study will verify the causal relationship between various influencing factors and the adoption of contactless sales intention by tourists. Finally, based on the results of the impact validation study, certain strategies to implement the contactless sales will be proposed.
Keywords: Placemaking, Relational Demographics, Perceived Risk, traveling intention, tourist interaction