政府為鼓勵公務人員於非假日從事國內旅遊而制定國民旅遊卡政策，藉以調劑身心，以促進國內觀光產業之發展。本研究旨在探討國旅卡持有者之消費者知識、使用行為及休閒效益之關係，以滾雪球方式針對雲林縣民眾進行問卷調查，回收有效問卷424 份後，進行統計分析，研究結果發現:國旅卡持有者之消費者知識多數有正確的瞭解；不同背景之國旅卡持有者在消費者知識、使用行為和休閒效益存在部份顯著差異，女性具有較充足的消費者知識，多會利用休假日與子女前往其他地區進行休閒旅遊；不同使用行為之國旅卡持有者多數選擇前往其他地區從事休閒旅遊，在消費者知識與休閒效益存在部份顯著差異；國旅卡持有者之消費者知識與休閒效益有部份顯著正相關存在。 最後，本研究依據上述發現提出相關建議與未來研究方向以提供政府相關單位制訂政策及國旅卡持有者從事休閒活動時參考之依據。 The National Travel Card strategy was set up to encourage civil servants to engage in domestic travel on non-holidays to improve the development of domestic tourism and relax the body and mind. This study aims to explore the relationships among the consumer’ knowledge, using behaviors, and the leisure benefits of National Travel Card’s holders. The questionnaires were spread to National Travel Card’s holders in Yunlin County. Of the returned questionnaires, 424 were available to analyze the data. Major findings of the study were as follows: Most of National Travel Card holders have positive attitudes toward the concept of National Travel Card .Background variables play a key role on consumers’ knowledge, using behavior and leisure benefit of National Travel Card. Female have adequate knowledge and have more willing to go vacation with family. There were significant knowledge and leisure benefit differences among varied using behaviors of many National Travel Card holders who choose to go somewhere else for leisure travel. There is partial positive relation between consumer’s knowledge and leisure benefits. Last, this study provides recommendations for government to formulate policy regarding National Travel Card holders who engage in leisure activities.
