社群媒體對台灣自助旅遊群體的影響與應用

Abstract

社群媒體發展正給人類傳播帶來重大影響,也帶動自助旅遊興起,本研究主要目的在暸 解海外自助旅遊者對於網路社群媒體的資訊蒐集行為,進一步分析什麼樣的內容才能吸引用 戶,帶來網路流量。本研究採取深度訪談法,訪問 20 位有豐富自助旅遊經驗的民眾,根據 所獲資料加以歸納分析,主要結論如下: 一、自助旅遊者多數有瀏覽旅遊網路資訊的習慣,對於社群媒體上親友貼出的旅遊圖片 文字容易留下印象,進而想去旅遊,顯示出社群媒體對於刺激旅遊動機的影嚮力。 二、 社群媒體盛行帶動台灣海外自助旅行人數增多,有更多旅遊文章產生,口碑行銷 的傳遞能刺激更多人前往某地方旅遊,帶動旅遊經濟。 三、 自助旅遊者蒐對內容基本要求旅遊文章必須是「他人的真實感受」、「資訊正 確」及「簡潔的編排」。 四、台灣的旅行社網站對於自助旅遊者普遍缺乏吸引力,但自助旅遊者重視內容價值,只要旅行社網站能提供資訊,而非產品,自助旅遊者並不介意資訊來自商業性的旅遊平台。 整體而言,具有實用性的旅遊資訊才能吸引自助旅遊者的興趣,對於目的地旅遊的行程具有需求,建議旅遊業者應可從網路內容著手改善,先吸引消費者,再推廣目的地旅遊產品。本研究結果與建議亦可作為旅遊相關業者之行銷策略參考。The development of social media is having a major impact on human communication, and it also drives the bloom of Self-Help travel. The main purpose of this study is to understand how the information gathering behavior of overseas self-help tourists is influenced by the online social media, and further analyze what kind of contents attract users and bring network traffic and explosures. This study adopts in-depth interviews with 20 people who are the experienced Self-Help traveler. Based on the data collected and analysized, the main conclusions are as follows: 1. Most Self-Help tourists are much into browsing the travel online network. Travel pictures posted by relatives and friends on social media play a decisive role to impress and influce the travel decision which is significantly motivated and driven by social media. 2. The popularity of social media has resulted in huge increase of overseas Self-Help travelers to Taiwan. Along with the growing travel articles in public and word-of-mouth, the positive cycle is to see more people travel to cdertain attractions, bring in the tourism business and help the local economy. 3. The basic content requirments for Self-Help tourists on-line searching must be "real experience sharing ", "accurate information to be leveraged" and "user-friendly design of website". 4. In general, the website of Taiwanese travel agency is less attractive for Self-Help tourists although the contents are expected to be valued more. Self-Help tourists would appreciate the information from commercial travel platforms still as long as it provides trustworthy and useful info instead of selling products only. In conclusion, practical tourism information fundamentally attracts the great interests from Self-Help tourists. To provide the services to meet sepecific demands/requests in travel, the tourism industry is recommended to improve/enhance the online contents to attract customers as higher priority than promoting the products made or sold in the destination. The findings and recommendations of this study can be used broadly as a reference for marketing strategies of travel- related businesses.