來臺國際旅客角色分類下之旅遊資訊搜尋管道與內容重要性分析

Abstract

本研究目的為探究來臺國際旅客在角色分類下，對旅遊資訊搜尋管道與內容的差異性，以及來旅遊經驗對於國際旅客旅遊資訊搜尋來源與內容之間的差異性。本研究將問卷設計分為旅遊資訊搜尋來源及內容、國際旅客角色、旅遊經驗、人口統計變數與旅遊特性等四個部分。有效問卷240份，有效問卷回收率85.71%。本研究將來臺國際旅客類型分為熟悉追求者、文化差異追求者、目的地新奇追求者、自主新奇追求者等四類，而此四類型旅客其旅遊資訊搜尋來源與內容上的差異如下所示： (一) 對於曾經造訪過臺灣的文化差異追求者而言，依賴個人旅遊經驗作為旅遊決策的重要性明顯高過第一次造訪臺灣的文化差異追求者； (二) 對於首次造訪臺灣的熟悉追求者而言，依賴家人與朋友作為旅遊決策的重要性，明顯高於曾經造訪過臺灣的熟悉追求者； (三) 對於曾經造訪過臺灣的熟悉追求者而言，依賴電視廣播節目作為旅遊決策的重要性明顯高於第一次造訪臺灣的熟悉追求者；且在首次來臺經驗下，文化差異追求者對於電視廣播節目作為旅遊資訊來源的重要性認知顯著高於其他三類型； (四) 對於曾經造訪過臺灣的熟悉追求者而言，依賴媒體分享作為旅遊決策的重要性明顯高於第一次造訪臺灣的熟悉追求者；且在首次來臺經驗下，文化差異追求者對於以媒體分享作為旅遊資訊來源的重要性認知顯著高於熟悉追求者。 在旅遊目的地行銷上，不僅要考量社會文化、地理特徵，也應該重視旅客的新奇追求偏好與其旅遊資訊搜尋行為，可利用旅客角色特性進行區域的差異行銷。而對於旅遊目的地本身，應該了解自身特性與旅客特性，才能訂製出適合旅客的行程，以滿足不同需求的旅客。The purposes of this study were to explore the differences of travel information search sources and contents made among the roles of international travelers in Taiwan, and to identify those differences affected by visiting experience of Taiwan. The International Travelers Role Scale (ITR) was applied and the four parts of the questionnaire included the role of international travelers, travel information search sources and contents, travel experiences to Taiwan, and demographic variables and travel characteristics. A total of 240 questionnaires were valid (85.71%). The cluster analysis concluded four international traveler roles among the respondents -- familiarity seekers, destination novelty seekers, autonomous novelty seekers, and culture dissimilarity seekers. The major findings were listed as follows: 1. When choosing information sources to plan this trip, the culture dissimilarity seekers who have visited Taiwan more than once perceived personal experience more important than those first timers; 2. When choosing information sources to plan this trip, the familiarity seekers visited Taiwan the first time replied on the word of mouth of families and friends more significantly higher than those repeaters; 3. In the group of familiarity seekers, the repeaters perceived television/ broadcast programs more important than the first timers when planning this trip; and for all first timers of the respondents planning the trip, the culture dissimilarity seekers relied on television/broadcast programs more significantly than the other three groups; 4. To those familiarity seekers who have visited Taiwan before, the importance of the media sharing sites was significantly higher than the first timers of the same group; and for all first timers of the respondents planning the trip , the culture dissimilarity seekers perceived the media sharing sites more important than the familiarity seekers. The characteristics among ITRs should be regarded as an effective tool by the tourism destination marketing management. The research analyses revealed that ITRs reflected the travelers’ preferences toward novelty seeking and travel information search behaviors. The ITR investigation provided the professionals and managers valuable evidence when concerning effective destination promotion. The government and local authorities should be aware of their characteristics and properties, in order to customize the fit traveler's itinerary, to meet the different needs of travelers.