本論文以單身熟女為主要研究對象，探討個人價值觀、旅行經驗、旅遊動機與獨自旅行意願之間的關聯性。本論文以滾雪球抽樣方式進行抽樣，共計發出了400份問卷，回收了381份有效樣本，總計有效樣本回收率為95.25%。透過描述性統計分析、探索性因素分析、獨立樣本T檢定與單因子變異數分析、驗證性因素分析及結構方程模型中之偏最小平方估計法進行分析，其主要研究結果如下：
1.內在取向的單身熟女在旅程中追求人際關係的拓展、逃離/放鬆不同於平常日常生活方式與自我實現。然而，外顯取向(強調個人對於個人生活的重視)的單身熟女則對旅遊動機的偏好無顯著影響。
2.內在取向(強調個人重視與他人、社會生活的連結)的單身熟女有較高的獨自旅行意願。然而，外顯取向(強調個人對於個人生活的重視)的單身熟女其獨自旅行意願較低。
3.單身熟女追求人際關係、遠離/放鬆、自我發展的旅遊動機顯著正向影響獨自旅行意願，其中在旅程中追求遠離/放鬆的旅遊動機對獨自旅行意願的影響最大。然而，在旅程中追求自我實現的旅遊動機則對獨自旅行意願無顯著影響。
4.旅行經驗的多寡對單身熟女旅遊動機的偏好無顯著差異。
5.旅行經驗的多寡對單身熟女獨自旅行意願上無顯著影響。

This thesis focuses on single mature women and explores the relationships among personal values, travel experience, travel motivation and solo travel intention. In this thesis, a total of 400 questionnaires were sent out by snowball sampling, and 381 valid samples were recovered. The total effective sample recovery rate was 95.25%. Through descriptive statistics, exploratory factor analysis, independent sample T-test and one-way analysis of variance, confirmatory factor analysis and the partial least square method have been applied in order to examine the proposed research framework. After the empirical research, the major findings were as follows:
1.The internal value single mature woman pursues the expansion of interpersonal relationship   during the journey, and escapes/relaxes of the daily life and self-realization. However, external value single mature women have no significant influence on travel motivation preferences
2.The internal value single-minded women (emphasizing personal attention to connections with others and social life) have a higher willingness to travel alone. However, external value single mature women (emphasizing the individual's emphasis on personal life) have a lower willingness to travel alone. 
3.The travel motivation of single mature women to pursue interpersonal relationships, escape/relaxation, and self-development are positively related to the solo travel intention. The travel motivation to pursue escape/relaxation in the journey has the greatest impact on the solo travel intention. However, the pursuit of self-fulfilling travel motivation during the journey has no significant effect on the solo travel intention.
4.There is no significant difference in the travel experience between the preference of single mature women. 
5.There is no significant difference in the solo travel intention between the preference of single mature women.

目錄
目錄	VI
表目錄	VII
圖目錄	IX
第一章	緒論	1
第一節　研究背景與動機	1
第二節　研究目的	3
第三節　章節結構	3
第二章　文獻探討	5
第一節　個人價值觀	5
第二節　旅行經驗	7
第三節　旅遊動機	7
第四節　旅行意願	11
第五節  各研究變項間之關聯	12
第三章　研究方法	15
第一節　研究架構	15
第二節　研究假設	15
第三節　研究變項操作型定義與衡量	15
第四節　研究對象與樣本抽樣方式	18
第五節  資料分析方法	18
第四章 數據處理與分析	21
第一節	數據結構	21
第二節  探索性因素分析	23
第三節  結構方程模型分析	25
第四節  差異性分析	31
第五章 結論與建議	38
第一節  主要研究成果與發現	38
第二節  研究限制	40
第三節  研究建議	41
參考文獻	42
一、中文部分	42
二、英文部分	43
三、網頁資料	50
附錄：正式問卷	51

表目錄
表1-1台灣地區三十歲以上女性未婚比率(%)	1
表4-1回收樣本描述性統計	22
表4-2受訪者旅行經驗統計	23
表4-3個人價值觀探索性因素分析彙整表	24
表4-4旅行動機探索性因素分析彙整表	25
表4-5驗證性分析結果	27
表4-6負荷量－跨負荷量矩陣	28
表4-7研究構面描述性統計與相關係數矩陣	28
表4-8研究模型路徑分析結果表	31
表4-9 旅行經驗在旅遊動機與獨自旅遊意願之差異分析	32
表4-10年齡在各研究變項之差異分析	33
表4-11教育程度在各研究變項之差異分析	34
表4-12平均年收入在各研究變項之差異分析	35
表4-13職務層級在各研究變項之差異分析	36
表5-1研究假設彙整表	38

圖目錄
圖3-1研究架構圖	15
圖4-1因果關係路徑圖	30

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黃氏英紅(2012)。女性自助旅行者旅遊動機、旅遊阻礙與旅遊意願之關係：兼論性別角色之調節效果。國立臺中教育大學永續觀光暨遊憩管理碩士學位學程碩士論文。
黃東政、黃福財(2007)。台灣團體旅遊消費者前往大陸各地理區域旅遊動機及意願之研究。2007年海峽兩岸金廈觀光旅遊交流暨學術研討會論文集，廈門，199-214，
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張雅惠(2017)。女性自助旅行者旅遊動機與重遊意願之研究―以韓國旅遊為例。南華大學旅遊管理學系休閒環境管理碩士班碩士論文。
雷汝霞、吳水田(2017)。社會性別視角下女大學生背包客的旅遊動機研究。四川旅遊學院學報，3，57-61。
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三、網頁資料
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