一種具有高度傳染力的冠狀病毒疾病:新冠肺炎(COVID-19)，近期在全球蔓延並且嚴重的破壞了全球的經濟，又尤其是旅遊業和交通業遭受鉅額的損失。在2020年時，台灣透過迅速制定的防疫措施，在預防新冠肺炎方面，以遠低於其他國家的確診案例數為世界樹立了一個良好的防疫模範。因此，台灣人民不需要受到較嚴格的防手段所規範(例如:封城、限制外出)，在疫情下的生活中享有相對於其他國家較高的自由；並且國內旅遊在此期間成為一種受歡迎的休閒活動。本研究著重於探討民眾在新冠肺炎疫情期間使用大眾運輸進行國內旅遊的意圖以及其影響因素。研究採用的構面包含對新冠肺炎的瞭解程度、對新冠肺炎防疫措施的感知有效程度、個人衛生習慣、對疾病的感知脆弱程度、旅遊意圖以及媒體效果。研究中衡量各個構面受訪者的回答趨勢，並且驗證了構面之間的因果關係。本研究的結果有助於更清楚的理解新冠肺炎流行期間的旅遊行為。
本研究採用線上問卷的方式，先建構問卷於SurveyCake平台後，再將線上問卷發布於臉書社群上之台灣各區域社團以及台灣旅遊相關社團供民眾填寫。於2020年10月至12月共蒐集了370份有效樣本數(有效樣本率約為88%)。本研究採用的構面於信度分析中顯示出足夠的信度；在驗證性因素分析中也顯示出良好的區別效度以及收斂效度。最終在結構方程式的結果表明，對新冠肺炎的瞭解程度以及對新冠肺炎防疫措施的感知有效程度顯著且正向地影響旅遊意圖；媒體效果顯著且負向地影響旅遊意圖；個人衛生習慣和對新冠肺炎的瞭解程度顯著且負向地影響對疾病的感知脆弱程度；個人衛生習慣和對新冠肺炎的瞭解程度顯著且正向地影響對新冠肺炎防疫措施的感知有效程度；然而，對疾病的感知脆弱程度和個人衛生習慣並未顯著地直接影響旅遊意圖。整體而言，旅遊意圖的影響因子總效果最大者為對新冠肺炎的瞭解程度；次之為對新冠肺炎防疫措施的感知有效程度；第三為媒體效果；最後為個人衛生習慣。本研究結果為政府和大眾運輸業者提供了一些在疫情期間促進使用大眾運輸進行國內旅遊意圖的相關的管理意涵。

The highly transmittable Coronavirus disease (i.e., COVID-19) has spread worldwide and has seriously damaged the global economy, especially the tourism and transportation industries. With its rapidly enacted policies and efforts to prevent the pandemic, Taiwan has set a good COVID-19 prevention example to the world with far fewer confirmed cases in 2020. As a result, the Taiwanese population are enjoying relatively high freedom in daily life without the various strict restrictions intended to prevent the spread of COVID-19 (e.g., lockdown, stay at home) and domestic travel has become a popular recreational activity. This study focuses on the intention to travel domestically using public transportation and the factors influencing domestic travel during the COVID-19 pandemic. The research framework incorporates constructs including understanding of COVID-19, perceived effectiveness of COVID-19 prevention methods, personal hygiene habits, perceived vulnerability to disease, travel intention, and the media effect. The levels of the constructs are measured, and their possible causal relationships are examined. The findings of this study provide a better understanding of travel behavior during the COVID-19 pandemic.
An online questionnaire was posted on SurveyCake, and invitations to participate by filling out questionnaires were distributed to regional forums and travel-related forums on Facebook. A total of 370 effective samples were collected from October to December 2020 with an effective sample rate of 88%. The constructs proposed in this study demonstrated adequate reliability in the reliability analysis, as well as acceptable discriminant and convergent validity in the confirmatory factor analysis. The results of the structural equation modeling indicated that understanding of COVID-19 and perceived effectiveness of COVID-19 prevention methods significantly and positively affected travel intention; the media effect significantly and negatively affected travel intention, personal hygiene habits and understanding of COVID-19 significantly and negatively affected perceived vulnerability to disease, personal hygiene habits and understanding of COVID-19 significantly and positively affected the perceived effectiveness of COVID-19 prevention methods, but the linkages of perceived vulnerability to disease and personal hygiene habits to travel intention were found to be non-significant. In particular, understanding of COVID-19 had a stronger total effect on travel intention than the perceived effectiveness of COVID-19 prevention methods, media effects, and personal hygiene habits. This study provides some managerial implications to governments and public transportation operators related to promoting domestic travel intention using public transportation during a pandemic.

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