臺灣博碩士論文加值系統

在現今忙碌的生活當中，旅遊是讓自己調整心情、放鬆身心的一種方式，因此，出門旅遊已經是我們生活中相當普遍的。學術界也針對旅遊的各個議題，例如目的地熟悉度、目的地意象、旅遊意願、旅遊資訊搜尋等進行研究。

在消費者行為領域中已經有許多研究探討熟悉度，但是結果發現熟悉度對於不同類型的產品影響不一。本論文透過旅遊目的地這類型的產品為背景，第一個研究議題利用Prentice所推出的七個目的地熟悉度構面 (資訊熟悉度、經驗熟悉度、親近熟悉度、自我感覺熟悉度、教育熟悉度、安全熟悉度、預期熟悉度) 與最小平方分析法，探討從沒有去過倫敦旅遊的人的倫敦目的地熟悉的程度如何影響目的地意象和旅遊意願。

資料分析顯示教育熟悉度是唯一直接有影響旅遊意願的目的地熟悉度構面，而親近熟悉度是唯一在眾多熟悉度構面中影響情感目的地意象。在這些目的地意象當中，情感目的地意象是最重要的，只有其意象會有效且直接的影響旅遊意願。

旅遊資訊搜尋是一個複雜的問題，而在以前的研究中，大部份的研究探討遊客在旅遊之前的行為，而不是到達旅遊景點之後在旅遊景點所在地或是旅遊結束後的行為。本研究第二個議題是以北投為例，將北投遊客分為兩大類，「在北投當地使用 QR-Code 的遊客」與「沒有在北投當地使用QR-Code的遊客」，探討遊客在各階段 (旅遊之前階段、旅遊景點所在地階段、旅遊之後階段) 的相關資訊搜尋、分享旅遊經驗的行為。

本研究發現網路口碑作為旅遊前的資訊來源對於兩大類遊客來說都是重要的。智慧型手機已經是一個重要旅遊所在地資訊來源。有使用 QR-Code 的遊客可能會比沒有使用 QR-Code 的遊客在旅遊前更積極的搜尋資訊。


關鍵詞：目的地熟悉度、目的地意象、旅遊意願、遊客搜尋旅遊資訊行為、遊客分享遊玩經驗行為、QR-Code

Traveling is considered to be a good way to relax. Academia has considered many tourism-related issues such as destination familiarity, destination image, visitation intention and information searching behavior. Past studies have found that familiarity has varying impact on different product types. This thesis employed the tourism context and investigated how Prentice’s taxonomy of familiarity affects the destination image of London held by those individuals who have never visited London and their behavioral intention to visit London. Analysis revealed that educational familiarity is the only familiarity dimension which directly influences visitation intention. Proximate familiarity is the only familiarity dimension that affects affective image attribute. The latter is also the only image attribute that directly impacts visitation intention. Tourism information search is also a complex issue. By segmenting Beitou’s visitors as those who have used QR-code during the trip and those who don’t, this thesis also investigated the pre-trip, on-site and post-trip information searching and experience feedback behavior (if applicable) of this two visitor groups. The analysis showed that electronic word-of-mouth is an important pre-trip information source for both groups. Smartphone is already a popular on-site information source. Those who have used QR-code to looking for information on-site are likely to be more active in information searching than those who don’t use QR-code.

Keywords: destination familiarity, destination image, visitation intention, tourism information search, tourism feedback, QR-code.

第一章 緒論－－－－－－－－－－－－－－－－－－－－－－－－－－－－1
第二章 文獻探討
第一節 旅遊意象－－－－－－－－－－－－－－－－－－－－－－－－－－ 4
第二節 目的地熟悉度－－－－－－－－－－－－－－－－－－－－－－－－ 6
第三節 旅遊資訊搜尋－－－－－－－－－－－－－－－－－－－－－－－－ 8
第四節 QR-Code－－－－－－－－－－－－－－－－－－－－－－－－－－ 9
第五節 旅遊意願－－－－－－－－－－－－－－－－－－－－－－－－－－ 10
第六節 旅遊經驗－－－－－－－－－－－－－－－－－－－－－－－－－－ 11
第三章 目的地熟悉度、目的地意象和旅遊意願之間的關係 - 以倫敦為例
第一節 緒論－－－－－－－－－－－－－－－－－－－－－－－－－－－－ 12
第二節 研究方法－－－－－－－－－－－－－－－－－－－－－－－－－－ 13
第三節 研究分析－－－－－－－－－－－－－－－－－－－－－－－－－－ 14
第四節 討論－－－－－－－－－－－－－－－－－－－－－－－－－－－－ 20
第五節 結論－－－－－－－－－－－－－－－－－－－－－－－－－－－－ 22
第四章 透過QR-Code使用者和非使用者分類探討遊客搜尋旅遊資訊與分享遊玩感受行為
第一節 緒論－－－－－－－－－－－－－－－－－－－－－－－－－－－－ 23
第二節 問卷－－－－－－－－－－－－－－－－－－－－－－－－－－－－ 25
第三節 研究分析－－－－－－－－－－－－－－－－－－－－－－－－－－ 26
第四節 討論－－－－－－－－－－－－－－－－－－－－－－－－－－－－ 33
第五節 結論－－－－－－－－－－－－－－－－－－－－－－－－－－－－ 35
第五章 結論－－－－－－－－－－－－－－－－－－－－－－－－－－－－ 36
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