本研究主要探討廣播閱聽人的人格特質、媒體吸引力對旅遊消費意願之影響,並了解其現況及因果關係,以全台有常態收聽廣播之閱聽人為主要研究對象,進行問卷調查,共收取有效樣本共385份,研究結果如下: 一、整體而言,廣播閱聽人以外向人格特質居多,在媒體吸引力部分有固定收聽廣播的習慣,其媒體使用程度較高,而在旅遊消費意願對於電台的認同感較高。 二、廣播閱」聽人之人格特質,不會因「性別」、「教育程度」與「婚姻狀況不同而有顯著差異。 三、廣播閱聽人之媒體吸引力,不會因「年齡」、「性別」、「教育程度」與「居住地」不同而有顯著差異。 四、廣播閱聽人之旅遊消費意願,不會因「年齡」、「性別」、「婚姻狀況」與「個人月收入」不同而有顯著差異。 五、人格特質對於旅遊消費意願沒有顯著的正向影響,亦即內、向人格特質廣播閱聽人皆有其旅遊需求,不因人格特質所影響。媒體吸引力對於旅遊消費意願有顯著正向影響,亦即當媒體吸引力越強,廣播閱聽人對於旅遊消費意願越高。 根據本研究之結果,對媒體行銷與未來後續研究提出建議,並希望透過本研究之結果能夠更瞭解廣播閱聽人在人格特質與媒體吸引力對於旅遊消費意願的影響,以期待未來能讓廣播媒體行銷旅遊產品與傳達旅遊訊息上有更多的瞭解。 【關鍵詞】:人格特質、媒體吸引力、旅遊消費意願、廣播閱聽人
This research explore into the radio audience impacts of personality、media attraction on tourism consumption intend and understand recent condition and relationship. This research is to focus on radio audience of the Taiwan as the main research object, carrying on questionnaire investigation ,collect 385 effective sample, the result of study is as follows: 1. On the whole, the radio audience are mostly to the outgoing personality, the media attraction have a fixed habit of listening to the radio and high level of media use, in tourism consumption will higher for radio identification 2. The impacts of personality of the radio audience there is not difference of showing because '' sex '', '' academic credentials '' , '' marital status ''is not different. 3. The media attraction of the radio audience there is not difference of showing because '' age '', '' sex '' , '' academic credentials '' is not different. 4. The tourism consumption of the radio audience there is not difference of showing because '' age '', '' sex '' , '' marital status '' is not different. 5. The impacts of personality are not influence to tourism consumption, namely the radio audience have their travel needs, not because of the influence of personality traits. media attraction for tourism consumption will have a significant positive effect, that mean is stronger the attraction when the media, radio audience will for the higher tourist spending. According to this research, some suggestions to the media marketing future studies are offered, and hope this research can understand impacts of personality and media attraction of tourism consumption of the radio audience even more through the result of, expect to allow broadcast media marketing tourism products and to convey the message on to know more. [The keyword] : impacts of personality, media attraction, tourism consumption, radio audience.