本研究為探討高中、職校影響學生參加畢業旅行之因素，以E.K.B.模式中影響消費行為決策之「環境因素」及「個人因素」中列出學生「旅遊動機」、遊憩區「觀光吸引力」、旅遊業者「旅遊服務」及畢業旅行「旅遊特性」四項較重要因素探討，另探討「旅遊動機」、「觀光吸引力」、「旅遊服務」對參加畢業旅行影響及相關性。研究範圍以台中縣22所高中、職校應屆畢業三年級且參加過畢業旅行學生為主，以便利取樣對其中11所學校之學生實施問卷調查，共發出497份，取得回收有效問卷492份，並運用信度分析(Reliability Analysis)、描述性統計(Descriptive Analysis)、t檢定(t-test Analysis)、單因子變異數分析（one-way ANOVA）、相關分析(Correlation Analysis)等方法進行資料分析與彙整，以了解學生參加畢業旅行之旅遊動機、遊憩區應具那些觀光吸引力才會較吸引學生，業者那些旅遊服務是符合學生需求，及畢業旅行之旅遊特性等四種因素在學生不同人口特性是否產生差異？而「旅遊動機」、「觀光吸引力」、「旅遊服務」相關性又是為何？研究發現：（一）學生認為最適當的畢業旅行是以四天三夜時間，以到南部海邊為最佳旅遊地點，花費3001-4000元是較合理且容易支出金額；（二）學生不同人口特性在旅遊動機與旅遊特性有顯著差異；（三）旅遊動機與觀光吸引力及旅遊動機與旅遊服務均有著正向相關性。本研究期望藉由上述結果供學術單位或業者在辦理畢業旅行之參考以擴大行銷作為。 The purpose of this study was to investigate the factors of influencing senior high school students' traveling choices for graduation tour. The study applied environmental and personal factors of E.K.B. consumption behavior model to investigate the relationships between students travel motivation, tourism attraction of tourist sites, travel service of travel agency, and travel characteristics of graduation tour. Among 11 of 22 vocational and senior high schools from Taichung county, including four hundred and ninety-two students who have had an experienced their graduation tours were conveniently sampled in the survey. Afterwards, data were collected analyzed through descriptive analysis, reliability analysis, t-test, one-way ANOVA, and correlation analysis to examine the above variables . The results indicate that: (1)high school students prefer a trip with 4 days package within 3001-4000 N.T. spending in southern seashore. (2) there are significantly differences among students' characteristics with respect to travel motivation, tourism attraction and travel service,and (3) travel motivation is both positively related to tourism attraction and travel service. The study expects to offer academic institutions and traveling agencies some references for expanding as well as positioning their approaches in the future.
