臺灣博碩士論文加值系統

旅遊者透過社群媒體搜尋旅遊口碑的情況頻繁，而現今社群媒體多用圖像型式呈現旅遊口碑，旅遊者對於圖片意象產生對於該旅遊目的地之知覺與情感，藉此探討旅遊圖像式口碑對於個體的情緒狀態。由此可知，圖像式口碑成為牽動旅遊者的重要關鍵因素之一。除此之外，藉由旅遊照片傳播者和接收旅遊口碑者之間的關係，更能激起受測者產生不同的情緒反應。另外，從社會學或生理學的角度，情感移轉是人類會產生的情緒反應，而這個情緒反應在不同的旅遊口碑情境刺激下，受測者的表現出來的反應會有所差異。
因此，本研究將探討圖像式行銷與旅遊照片差異對於旅遊口碑傳遞的影響。研究設計採用自助旅行拍攝的旅遊照片5張，再輔以一些文字寫成一篇旅遊文章。研究進行主要以實驗設計法，自變項為旅遊口碑情境(景色、認識、不認識)，中介變項為情感移轉和心理距離感，調節變項為相似性，依變項為參觀慾望。經由網路發放問卷，總共回收有效問卷共101份，受測者大多數為大學生或剛出社會的新鮮人。
研究結果顯示，相似性與心理距離感的效果並不顯著;然而，觀看不同旅遊口碑情境的受測者，引起的參觀慾望有顯著差異存在。意即當受測者產生參觀慾望時，使用照片含認識或不認識的人會引發受測者不同程度的情緒反應。相似性與情感移轉的效果顯著，意即當受測者和傳播旅遊口碑者的個人特質、價值觀、想法等等接近，會引發受測者對於情感移轉的情緒反應。

The circumstance that travelers will search the word-of-mouth in tourism is frequently. Nowadays, the form of word-of-mouth in tourism on social media is the photograph. Travelers will have the cognitive and perceived emotion for the image toward the destination. Thus, our investigation will discuss word-of-photo effects to the individual’ emotion. Based on the search, the word-of-photo becomes the important key factor to affect the travelers. Besides, through the relationship between word-of-photo broadcasters and receivers can stimulate the receivers show the different emotional responses. Otherwise, form the perspective of sociology and physiology, the empathy is the nature emotions people have. And when the empathy response in different stimulation about word-of-mouth in tourism, the receivers will responses differently.
Therefore, the study discuss the effects of photo-of-mouth toward the visit of destination. The study has used 5 photographs of Volgograd and add some contents into the article. We provide receivers for questionnaires on the internet. Data from 101 samples are collected and analyzed by means of analysis of variance (ANOVA).
Research findings confirm significantly in terms of different stimulation by photographs. When the participants have similarity with broadcasters, we could induce different level of emotional reactions by using photographs.

目錄
摘要 I
Abstract II
表目錄 IV
圖目錄 IV
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第貳章 文獻探討 4
第一節 旅遊口碑 4
第二節 情感移入 5
第三節 心理距離感 6
第四節 相似性 7
第參章 研究設計 8
第一節 假設推論與研究架構 8
第二節 變數衡量 9
第二節 實驗設計與流程 11
第肆章 研究結果 14
第一節 統計分析結果 14
第二節 實證分析結果 17
第伍章 結論與建議 18
第一節 研究結論 18
第二節 管理意涵 19
第三節 研究限制與方向 20
參考文獻 21
附錄 研究問卷 24

 
表目錄
表 3-1 本研究各構面衡量項目彙整表 10
表 3-2 實驗設計 12
表 3-3 樣本基本資料之次數分配表(N=101) 13
表 4-1 因素及信度分析結果 14
表 4-2 相似性與旅遊口碑情境之單變量變異數分析表 15
表 4-3 心理距離感與旅遊口碑情境之單變量變異數分析表 16
表 4-4 參觀慾望與旅遊口碑情境之單變量變異數分析表 16
表 4-5 參觀慾望與旅遊口碑情境之單變量變異數分析表 17
表 4-6 假說檢定結果 17

圖目錄
圖 3-1 研究架構 8
圖 3-2 實驗刺激之照片 11

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