觀光資訊需求之結構分析

觀光資訊乃業者與遊客之間的溝通管道，也是業者提供旅遊服務的重要參考依據，惟遊客所需之特定資訊內容為何？金業如何利用此等訊息轉換成具有價值的獲利模式？在競爭激烈的新經濟體系中，瞭解消費者真實的資訊需求結構及內涵，顯然有助於企業對顧客關係進行有效之管理。本文旨在了解遊客對於資訊的多面向需求，並以資訊搜尋為分析基礎，建立一個可衡量抽象心理構念(Psychology construct)的資訊需求模式，研究對象則以從事國內旅遊的遊客為主。研究特色係將資訊具降低知覺風險的功能角色加以延伸，包含：提供新奇體驗的創新需求(innovation needs)、塑造幻想情境的美學需求(aesthetic needs)、充實自我內涵的符號需求(sign needs)，以及滿足感官刺激的娛樂需求(hedonic needs)等因子，同時採用高階驗證性因素分析法(high-order confirmatory factor analysis)，以檢證觀光資訊需求的多階層假說。研究結果顯示：觀光資訊需求結構呈現多階層分佈，功能性資訊需求非旅遊之唯一考量，其中創新因子以嘗試新奇之遊憩體驗最受重視，功能因子則偏向於降低旅遊不確定性、娛樂因子則以感官愉悅為主、美學因子則以激發旅遊幻想最受期待，而符號因子則有助於提醒旅遊該注意之事項。

關鍵字

心理構念；高階驗證性因素分析法；觀光資訊需求

並列摘要

Understanding travelers' information need is critical for tourism managers and service delivery. Tourism information not only plays the functional role, but also satisfies other inner needs. The main purpose of this study was to test the other constructs include functional, hedonic, innovation, aesthetic, and sign need. Data were analyzed by using the high order confirmatory factory model to capture the latent needs. The results suggested that tourism information needs was showing a hierarchical structure. The finding also showed that innovation was the most important factor of needs, followed by aesthetic, functional, sign, and hedonic. We suggested marketers should notice the diversity of information needs, and developed an appropriate marketing mix for each segment of needs.