旅遊服務中心成立的宗旨是協助國內外旅客瞭解觀光景點並有效掌握在地節慶活動與旅遊相關資訊。為了瞭解旅遊服務中心經營成功之關鍵，本研究以中壢火車站之旅遊服務中心為例，探討遊客的旅遊動機、旅遊服務中心資訊蒐集涉入與旅遊慈湖之意願間的影響。研究採便利抽樣，於中壢火車站旅遊服務中心進行問卷發放，調查對象為中壢火車站旅遊服務中心內詢問慈湖且有索取慈湖文宣者，總計回收406份有效問卷，依據有效問卷進行描述性統計、信度分析、因素分析、變異數分析及迴歸分析以驗證本研究假設。
研究調查顯示中壢火車站旅遊服務中心的客源主要是北部地區之青壯年遊客。而旅遊動機、資訊蒐集涉入與旅遊意願之間均為正相關，旅遊動機會正向影響資訊蒐集涉入；旅遊動機及資訊蒐集涉入會顯著影響旅遊意願；且資訊蒐集涉入為旅遊動機與旅遊意願之中介變項。「休閒品質」、「增進視野」與「遊憩空間」之旅遊動機對旅遊意願之影響最明顯。其中屬於推力動機之「增進視野」與屬於拉力動機之「休閒品質」及「遊憩空間」顯示前往中壢火車站蒐集旅遊資訊的遊客同時兼具推力與拉力動機。而資訊蒐集涉入的「資訊效益性」與「資訊吸引性」對於旅遊意願皆呈現顯著正相關，證實遊客高度的關注旅遊資訊會正向影響旅遊意願，其中，以「資訊吸引性」對旅遊意願的影響最明顯，然而年輕客群對於「資訊吸引性」的認同感卻偏低，究其原因則可能導因於旅遊服務中心站內的文宣、網路資訊及服務站員皆依循標準化的服務流程而忽略年輕遊客的個別需求，因此本研究建議旅服中心之經營管理者應擴展服務項目，提供豐富的旅遊資訊並且深化資訊內容，再依循年輕族群的特性將服務流程便捷化。

The Visitor Information Centres (VIC) are established to offer local travel information, and provide useful travel suggestions. In order to figure out the key factors for successful operations VIC , this research, taken Zhongli VIC as example, attempts to investigate the influence among the travel motivation, message involvement, and travel intention. The study used convenience sampling conducted questionnaires as research method. There were total of 406 valid questionnaires being collected. Factor Analysis, Analysis of Variance, and Regression Analysis are utilized to test hypotheses.
Based on the research results, the major customers of Zhongli VIC are young adults living in northern Taiwan. The findings also revealed that both travel motivation and message involvement have positively influence on travel intention. Meanwhile, message involvement is also an intermediary factor between travel motivation and travel intention. The findings also showed the factor of “leisure quality”, “broaden vision”, and “recreation spaces” in travel motivation, factors of “information usefulness” and “information effectiveness” in message involvement have significant influence on travel intention. On the other hand, there were significant differences in message involvement among variables between ages and occupations. Some implications are provided at the end of the research.

論文摘要 I
Abstract II
目錄 III
表次 IV
圖次 V
第一章、緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與對象 5
第四節 研究流程 6
第二章、文獻回顧 7
第一節 旅遊服務中心 7
第二節 旅遊動機 11
第三節 資訊蒐集涉入 17
第四節 旅遊意願 23
第五節 旅遊動機、資訊蒐集涉入與旅遊意願之關係 25
第三章、研究方法 29
第一節 研究架構與假設 29
第二節 問卷設計 30
第三節 資料分析方法 33
第四章 實證分析 35
第一節 信度分析 35
第二節 描述性統計分析 35
第三節 旅遊動機與資訊蒐集涉入因素分析 39
第四節 遊客背景特性對旅遊動機、資訊蒐集涉入與旅遊意願變異數分析 44
第五節 研究假設之驗證 57
第五章 結論與建議 64
第一節 研究結論 64
第二節 研究建議 68
第三節 研究限制 70
第四節 未來研究建議 71
參考文獻 72
附件：正式問卷 80

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三、網路資料
交通部觀光局 (2013)。旅遊諮詢服務，取自：http://taiwan.net.tw/m1.aspx?sNo=0001166
桃園觀光導覽網 (2013)。桃園縣風景區滿意度調查，取自：http://travel-taoyuan.tycg.gov.tw/content/questionnaire/questionnaire01.aspx