- 期刊
媒體資訊對遊客旅遊行為之研究－以澎湖旅遊旺季為例
The Influences of Media Information on Tourists' Behavioral Intention-In the Case of Penghu Peak Season
摘要
澎湖素稱Pescadores，意指漁翁之島，擁有豐富的天然美景與海洋資源。曾獲寂寞星球（Lonely Planet）推薦為2011年全球必訪之「十大秘密島嶼」。澎湖雖有天然美景加持，然而在激烈的觀光市場競爭中，如何脫穎而出，無庸置疑地，媒體資訊扮演著不可或缺的重要角色。本研究目的探討澎湖遊客對媒體資訊、目的地意象、旅遊動機、滿意度與重遊意願之認知與各變項之間的關聯。本研究以抵澎遊客為研究對象，採立意抽樣，回收322份有效問卷。經SPSS與LISREL統計軟體分析，本研究發現受訪者屬性以女性、21－30歲、未婚、學生、來自於北部地區居多。常用的澎湖旅遊資訊來源，以入口網站（Yahoo和Google）蒐集資料最為豐富。對澎湖的意象以「自然環境」構面為最、來澎湖的旅遊動機以「逃避誘因」為最，整體而論，受訪者對本次澎湖之旅感到滿意度、亦有高度的重遊意願。媒體資訊對目的地意象與旅遊動機有顯著影響、目的地意象與旅遊動機對滿意度有顯著影響，對重遊意願則未達顯著、而滿意度對重遊意願達顯著影響。
並列摘要
Penghu is an island with prominent natural beauty and marine resources, and has been named as top ten ”The world's best secret islands” in 2011 by Lonely Planet. However, how to stand out in the tourism market is a critical issue to the destination, and without a doubt, the media plays an essential role in it. Therefore, the purpose of this study is to investigate the influences of the media marketing on the destination image, motivation, satisfaction and revisit intention of tourists in Penghu. There are 322 valid sets of questionnaire sending out with the convenience sampling method. After SPSS and LISREL statistical software processing, the major findings of this study are concluded as follows: The majority of the tourists are female, who are at the age from 21 to 31, unmarried, no kid, students and from the northern part of Taiwan. When I collect the information, I find that the portal sites, Yahoo and Google, are rich in the information. The image of Penghu for most people is the natural beauty. The motivations for traveling in Penghu are to escape from daily chores and to relax. The media information has positive impact on the destination image and tourist motivation; both the destination image and motivation have positive impacts on the satisfaction but revisit intention, and the satisfaction has positive impact on the revisit intention of tourists.