本研究是以Davis (1989) 提出的科技接受模式理論為研究架構，針對旅遊態度、旅遊障礙與旅遊意向等構面，來分析大學生在日本選擇文化旅遊之行為意向，探討影響大學生選擇文化旅遊之因素。 本研究之研究目的如下： 一、 瞭解消費者在後疫情時代赴日本從事文化旅遊之需求。 二、 瞭解消費者從事文化旅遊之旅遊態度。三、 瞭解消費者從事文化旅遊之旅遊障礙。四、 瞭解消費者之旅遊態度、旅遊障礙對旅遊意向之影響。 根據結構方程模型的分析結果，本研究歸納所建構的研究假設得驗證結果如下： 1. 旅遊態度會正向影響行為意向。 2. 旅遊障礙會正向影響行為意向。 This research is based on the scientific and technological acceptance model theory (TAM) proposed by Davis (1989). It analyzes the behavioral intentions of college students in choosing cultural tourism in Japan and discusses the influence of factors of cultural tourism for college students' choices in terms of tourism attitudes, tourism barriers and tourism intentions.The research objectives of this study are as follows:1. To understand the needs of consumers for cultural tourism in Japan in the post-epidemic era.2. To understand consumers' attitudes towards cultural tourism.3. To understand the tourism barriers of consumers engaging in cultural tourism.4. To understand the impact of consumers' travel attitudes and travel obstacles on travel intentions.According to the analysis results of the structural equation model, the research hypotheses constructed in this study are summarized and verified as follows:1. Travel attitude will positively influence behavior intentions.2. Travel obstacles will positively affect behavior intentions.
