近年來全球旅遊快速復甦，旅客在「購後-旅遊」階段面臨高度的不確定性，包括行程變動、天候影響、突發事件與資訊不對稱，使其在旅遊過程中更容易產生對旅遊顧問的依賴需求。既有的研究多著重於信任、忠誠、服務品質或品牌依賴，卻較少探討旅客在旅遊進行前後所展現的「服務依賴行為」以及其心理機制。因此，本研究以依附理論為主要分析架構，透過質性深度訪談四位具 15–30 年資歷的旅遊顧問、客戶經理與資深導遊，探究旅客依賴行為的類型、觸發因素，以及旅遊顧問的回應方式
研究結果顯示，旅客的服務依賴可分為三種類型：（一）確認型依賴：旅客因不確定性而反覆查詢已知資訊，以獲得掌控感與安全感；（二）即時型依賴：旅客面對模糊資訊或突發狀況時，期盼顧問在極短時間內提供回覆與處理；（三）情緒型依賴：旅客在緊張、焦慮或受外部事件干擾時，透過詢問與求助尋求安撫與心理支持。三種依賴現象皆與依附理論所述「人在壓力下傾向尋求可靠依附對象」的心理機制相符
此外，本研究亦發現旅行顧問在服務過程中同時扮演「資訊守護者」與「情緒安定者」的雙重角色。顧問的即時回覆、透明資訊、同理溝通與備援行動，不僅能降低旅客不安，也能將依賴行為轉化為信任與長期合作關係。最終，本研究提出三項管理建議：建立依賴預警機制、強化顧問情緒敏感度與溝通訓練、以及制定三類依賴行為的對應 SOP，以協助旅遊業者提升服務品質並強化顧客關係
本研究不僅補足旅遊服務情境中顧客服務依賴相關文獻的不足，也驗證依附理論對於高密度互動關係的服務產業適用性，對旅遊業實務與後續研究皆具有重要參考價值

In recent years, the global tourism industry has rapidly rebounded, yet travelers continue to face significant uncertainty during the “post-purchase–travel” stage. Factors such as itinerary changes, weather disruptions, unexpected events, and information asymmetry increase travelers’ reliance on travel consultants throughout the journey. While previous studies have focused on trust, loyalty, service quality, or brand dependence, limited research has explored the specific forms of “service dependence behavior” exhibited before and during travel, nor the psychological mechanisms underlying such behavior. Therefore, adopting attachment theory as the primary analytical framework, this study conducted in-depth qualitative interviews with four experienced travel professionals—including travel consultants, client managers, and senior tour leaders with 15 to 30 years of industry experience—to examine the types, triggers, and response strategies associated with travelers’ dependence behavior.
The findings reveal three distinct forms of service dependence:
(1) Confirmation-based dependence, in which travelers repeatedly verify known information to restore a sense of control and security in the face of uncertainty;
(2) Instant-response dependence, whereby travelers expect rapid replies and immediate handling when encountering ambiguous information or sudden disruptions;
(3) Emotional dependence, characterized by travelers’ heightened anxiety, tension, or distress triggered by external events, leading them to seek reassurance and emotional support from their travel consultants.
All three forms align with attachment theory, which posits that individuals tend to seek proximity to a reliable attachment figure when experiencing stress or threat.
Furthermore, the study finds that travel consultants simultaneously perform two critical roles in the service process: information guardians and emotional stabilizers. Timely responses, transparent information, empathetic communication, and proactive contingency actions not only alleviate travelers’ anxiety but also transform dependence behaviors into trust and long-term relational commitment. Based on these insights, the study proposes three managerial recommendations: establishing dependence-warning mechanisms, strengthening consultants’ emotional sensitivity and communication training, and developing standardized SOPs tailored to the three dependence types to enhance service quality and customer relationship management.
This study not only fills a gap in the literature regarding “service dependence” within the tourism context but also demonstrates the applicability of attachment theory to high-interaction service industries. The findings provide valuable implications for tourism practitioners and future academic research.

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