自助旅行重視自主性的特點，成為長期深受台灣旅客青睞之旅行方式，並漸為我國出國旅遊主要型態。在跨文化交流旅遊情境中，語言作為溝通媒介，對其掌握程度，在資訊獲取、交流效率與應變能力上具有關鍵性影響，而左右旅行者對目的地的整體印象與情感連結，進一步影響其旅遊體驗或是旅行意願與行為決策。鑒於日本對台灣旅客具有高度吸引力，且文化上相對接近，但語言障礙仍為台灣自助旅行者行前規劃與旅遊決策中的重要考量因素，故選擇日本為研究對象。本研究以感知文化距離、目的地意象、地方依附與赴日自助旅行意願為核心構面，並納入語言能力作為調節變項，分析各構面間之關係，建立架構與假設。本研究共計回收447份有效問卷，運用SPSS 22與Smart PLS 4統計軟體進行基本資料與特徵之敘述性統計分析、CFA、共線性問題檢驗、信效度分析、路徑分析驗證假設與調節效果。
本研究分析結果，「感知文化距離」與「目的地意象」之間，「目的地意象」與「地方依附」之間以及「地方依附」與「赴日自助旅行意願」之間皆具顯著正相關。以「目的地意象」為中介變數，「感知文化距離」對「地方依附」具有完全中介效果。此外，「語言能力」對「地方依附」具有顯著正相關；以「地方依附」為中介變數，「語言能力」對「赴日自助旅行意願」具有完全中介效果，「目的地意象」對「赴日自助旅行意願」具有顯著正向間接影響；以「目的地意象」與「地方依附」作為中介變數時，「感知文化距離」對「赴日自助旅行意願」具有顯著正向間接影響。儘管調節分析之結果顯示，「語言能力」與各構面間關係具不顯著效果，但簡單斜率分析顯示，「語言能力」具有強化「感知文化距離」與「目的地意象」之正向影響以及「地方依附」與「赴日自助旅行意願」之間正向影響之趨勢。本研究有助於理解台灣旅行者與潛在旅行者前往日本自助旅行之決策邏輯，並提供旅遊相關業者對發展日本自助旅行產品與服務策略之參考，亦為未來探討語言能力與旅遊意願關係研究發展之建議。

Independent travel, characterized by the ability to make people’s own decisions, therefore, has long been favored by Taiwanese travelers and has become the main form of outbound tourism. In cross-cultural travel, language serves as a medium of communication. Language proficiency can affect the efficiency of information acquisition and interpersonal interactions, and adaptability, which influences travelers’ impressions, emotional attachment towards destinations, ultimately affecting travel intention. For Taiwanese travelers, Japan has been an attractive and culturally familiar destination, however, some independent travelers see language barrier as a critical considerable concern during travel planning and decision-making. The study proposes hypotheses of four core constructs: perceived cultural distance (PCD), destination image (DI), place attachment (PA), and independent travel intention to Japan (ITI), and with language proficiency (LP) considered to be a moderator to establish framework and assumptions. This study distributed questionnaires online, resulting in a total of 447 valid responses. Descriptive statistical analysis was conducted using SPSS 22. Using Smart PLS 4.0 for CFA, multicollinearity analysis, reliability and validity analysis, and path analysis for testing hypotheses and moderation effects.
Results indicate that PCD has a significantly positive effect on DI; DI has a significantly positive effect on PA; PA has a significantly positive effect on ITI.DI completely mediates the positive effect of PCD on PA. Furthermore, LP has a significantly positive effect on PA; PA as a mediator has positive effects of LP on ITI and DI on ITI; DI and PA as mediators have a positive effect of PCD on ITI. Although moderation effects were not statistically significant, slope analysis revealed LP has moderation effects of PCD on DI and PA on ITI. The study provides to understand of Taiwanese (potential) travelers’ decision-making logic through independent travels in Japan and offers designing innovative independent travel products or services for travel agency, and also suggestions for future research on the role of language proficiency in travel behavior.

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