旅遊涉入程度之研究－以海外旅遊產品選購為例

Tourist Involvement on International Tour Choices

吳宗瓊(Tsung-Chiung Wu)

《觀光研究學報》 7卷2期 (2001/12) Pp. 125-139

https://doi.org/10.6267/JTLS.2001.7(2)8

摘要

隨著出國旅遊市場的變化，旅遊產品也逐漸演進，從傳統套裝式的團體旅遊，到現在多樣式的產品充斥旅遊市場。發展出適當的理論模式解釋及預測旅遊選購行為，將有助於提昇旅遊品質與增進觀光管理上的效益。本研究主要目的在於運用“涉入理論”來討論海外旅遊產品選購的行為模式。研究採用Ex Post Facto實驗設計法。分析比較套裝團體旅遊者以及半自助旅遊者的旅遊涉入程度以及旅遊涉入對產品選購行為之影響。研究結果顯示涉入理論能成功地應用於出國旅遊的選購行為模式。首先，涉入程度能有效的解釋旅客在資料收尋、選購因子及旅遊決策上的變異，且涉入程度的五個構面所影響程度不同。再則，大部份研究的結果驗證了涉入理論所載明之變數關係。最後，涉入程度與旅遊產品選購之關係論證，對於旅遊產品管理及行銷極有助益，旅遊涉入模式之理論架構亦可進一步應用於其他觀光遊憩行為之分析。

關鍵字

海外旅遊 ； 選購模式 ； 涉入程度

並列摘要

The primary purpose of this study is to examine the appropriateness of applying involvement theory on international travel product choices. Ex post Facto experiment design is used. In the research design, ”travelers selected package tours” are defined as low/median involvement group and ”travelers selected DIY tours” as high involvement group. Study results show involvement theory can be employed to analyze and explain travel purchase behavior successfully. First, traveling abroad decision belongs to median/high involvement. In terms of overall involvement degree, DIY tour travelers are significantly higher than package tour travelers. Secondly, the level of involvement has great influences on travelers' information searching behavior, travel decision-making factors, and decision-making processes. Finally, five constructs of travel involvement independently and effectively measure the tourist involvement. However, various constructs function differently. ”Importance”, ”rewards”, and ”sign value” constructs generally show apparent influences on tour purchase decision patterns. Comparatively, the impacts of ”risk importance” and ”risk probability” are not consistent.

並列關鍵字

Outbound Travel ； Involvement ； Travel Decision Making Process