對於大多數的夫婦而言，二度蜜月旅行是重要的人生計畫之一，而二度蜜月夫婦對於旅行的期待，其意義也較不同於新婚蜜月旅行。在眾多屬意的旅遊目的地中，如何選擇出夫妻都想要的地點，作為二度蜜月旅行目的地，應是想從事二度蜜月旅行的夫婦都會經過的過程。然而，二度蜜月旅行雖再次見證幸福浪漫，其感受與認知卻可能隨婚齡之不同而改變。夫妻在二度蜜月旅行目的地屬性的偏好上，對行程選擇的要求會是如何？性別與旅遊經驗是否亦形成改變選擇的關鍵，是本研究主要探討的重點。
因此，本研究目的主要在探討：(一)不同性別之受測者，對二度蜜月旅行行程之選擇是否有顯著差異，(二)不同旅遊經驗之受測者，對二度蜜月旅行行程之選擇是否有顯著差異，(三)不同婚齡之受測者，對二度蜜月旅行行程之選擇是否有顯著差異。
本研究共收得646份有效問卷，運用 SPSS 軟體，透過卡方、單因子變異數分析、student t-test、次數分配等分析工具驗證假說。依研究結果，提出針對二度蜜月客戶之差異需求，推出合適的二度蜜月旅行產品，並在行程、餐食上以及飯店安排上等提出可能的建議，提供二度蜜月夫妻計畫與旅遊業者及飯店業者行銷企畫之參考。
For most married couples, second honeymoon is one of the crucial lifetime travel. The second honeymoon had different meaning from the first honeymoon. Among the varied popular tourist destination, site selection need couples to have a intensive discus-sion. However, marriage history, travel experience and gender could cause strong in-fluces upon the site selection for second honey moon. The aims of this study were to investigate three issues: (1) were there gender differences in terms of package tours’ se-lection? (2) were there differences from travel experience in terms of package tours’ se-lection? (3) were there differences marriage history in terms of package tours’ selection?
Six hundred and forty six valid questionnaires had obtained from this study. Using SPSS statistic software, through the chi-square, ANOVA analysis, student t-test, fre-quency distribution analysis tool to verify the hypothesis.
Based on the research results, the customer demands for a second honeymoon had been applied to develop better travel packages, and in terms of itinerary, meals and hotel arrangement were also considered to fit the needs of varied couples. Conclusions from this study were also provided to travel agencies and hotel managers for planning a pro-motion project of second honeymoon packages.
