遊客知識與團體套裝旅遊購買意願之關係：兼論客製化的調節作用

The Relationship between Tourist Knowledge and Purchase Intention of Group Package Tour: The Moderating Effect of Customization

林若慧(Jo-Hui Lin) ； 翁振益(Chia-En Wong) ； 李佳恩(Jehn-Yih Lee)

《餐旅暨家政學刊》 7卷3期 (2010/09) Pp. 209-233

https://doi.org/10.6572/JHHE.7(3).1

摘要

本研究旨在驗證「遊客知識」、「團體套裝旅遊(GPT)之購買意願」與「客製化」之間的關係。本研究為了測試研究假說，特採用受測者間因子設計實驗法，針對233位參與海外旅遊之遊客進行問卷調查，其中，客製化行程於事前操弄為實驗組（有客製化行程－117位）與控制組（無客製化行程－116位），並以事後操弄遊客知識（分為高、低知識）；其次，運用獨立樣本t檢定與變異數分析來檢驗遊客知識、客製化與GPT購買意願之間的關係。研究發現：遊客知識和客製化二者分別對GPT購買意願呈現顯著差異，並確認客製化為一調節變數。最後，針對旅行業者提出「客製化」在遊程規劃的管理意涵。

關鍵字

客製化 ； 團體套裝旅遊 ； 遊客知識 ； 購買意願

並列摘要

The study is to examine the relationships between tourist knowledge, the Group Package Tour's purchase intention (hereinafter referred to as GPT), and customization. In order to test the hypotheses, a 2×2 between-subjects factorial design was used with an experimental group (at-customization-specific) and a control group (absent). A total of 233 outbound tourists were surveyed, who were split into two groups; an experimental group with 117 respondents and a control group with 116 respondents. Tourist knowledge was treated as a post-treatment variable with high and low levels. Independent-Samples t-test analysis and ANOVA were used to examine the relationships between tourist knowledge, customization and the GPT's purchase intention. The results show that significant differences were found between tourist knowledge and customization with GPT's purchase intention, and customization was a moderator. Finally, the implications on customization for travel planning are discussed.

並列關鍵字

customization ； group package tour GPT ； tourist knowledge ； purchase intention

參考文獻

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