旅遊目的地型態對遊客旅遊天氣資訊搜尋策略影響之研究

Abstract

天氣被視為旅遊目的地的資源，也是遊客前往的阻礙因素，因此調查遊客如何進行天氣資訊搜尋，可以幫助觀光營運組織了解如何滿足遊客之天氣資訊需求，以及掌握旅遊目的地的天氣資源。本研究目的主要在於探討不同的旅遊目的地型態與遊客旅遊天氣資訊搜尋策略之間的關係，研究方法採用量化的問卷調查，經過文獻探討後根據遊客資訊搜尋行為模型，發展自編「旅遊目的地型態對遊客旅遊天氣資訊搜尋策略衡量問卷」進行調查，發放時間與地點為2013年3月22日至25日高雄國際旅展、4月19日至4月22日台中國際旅展以及4月26日至4月29日台北國際春季旅展三處，有效問卷計408份。研究結果發現旅遊天氣條件對遊客來說是一種旅遊目的地意象，其所從事的旅遊資訊搜尋行為屬於廣泛問題解決的資訊搜尋行為，並以較高的頻率去檢視旅遊天氣資訊來源，經常被使用的旅遊天氣資訊來源為大眾媒體、旅遊網站以及政府氣象服務。The weather is regarded as a resource of travel destination. It is also a barrier to visit a travel destination for tourists. From investigating tourists’ traveling weather information strategy, tourism organization can understand how to fulfill tourists’ needs of traveling weather information. The purpose of this study is to explore the relationship between different types of travel destination and traveling weather information search strategy. This study developed the “travel destination to traveling weather information search strategy questionnaire” to process the survey. The survey was distributed in Kaohsiung Tourism Exposition from March 22 to 25, Taichung InternationalTravel Fair from April 19 to 22, and International Spring Travel Fair from April 26 to 29. The amounts of valid response were 408. The findings showed that traveling weather condition was a kind of image of travel destination for tourists. Most of tourists’ behaviors of traveling information were extensive problem solving behavior, and tourists check the traveling weather information with highly frequency. The most used sources of traveling weather information were mass media, travel website and government weather service.