來台旅客新奇追求、過去行為與實際行為關係之研究－以日籍旅客為例

本研究主要目的爲探討來台日籍旅客新奇追求動機、過去行爲、觀光活動事前計畫與實際行爲間之關係。本研究於桃園國際機場出境大廳採便利抽樣方式進行調查，問卷共計發放450份，有效問卷393份，有效回收率87.3%。研究結果發現，來台旅客觀光活動之實際行爲會超過事前計畫，且兩者間之差異，會受到新奇追求動機正向的影響，亦即新奇追求會引發行爲的改變；而過去行爲對觀光活動則無影響。因國內學者較少探討觀光活動事前計畫與實際行爲間之關係，本研究貢獻爲以來台旅遊人次爲首的日籍旅客爲研究對象，瞭解其觀光活動在事前計畫與實際行爲發生之差異，並探討其新奇追求、過去行爲與觀光活動之問的關係，有助於拓展遊客旅遊行爲決策模式的相關知識。在實務面，本研究有助相關單位及觀光產業進一步瞭解來台旅客之旅遊行爲，並提供管理決策參考之依據。

關鍵字

事前計畫行爲；實際行爲；新奇追求；過去行爲

並列摘要

Scholars have confirmed that tourists' intentions reflect actual purchases in consumer decision models. The difference between tourism planned behaviors and actual behaviors has been discussed in North America through 1) a study probing tourists who traveled to Alachuca County in Florida; and 2) Europeans and North American tourists who have traveled to Prince Edward Island in Canada. However, in Asia, the gap between planned behavior and actual behavior is still unknown. Therefore, this research tries to understand the relationship between planned behaviors and realized behaviors in Taiwan. In addition, novelty-seeking and their past behaviors such as the frequency of trips to Taiwan are also explored. The survey instruments were based upon various tourism marketing researches. The questionnaire was conducted with a convenience sample of 393 Japan tourists between February 2 and May 15. 2008. The research findings are as follows: 1. In terms of the number of indulged travel activities, realized tourism behaviors are greater than planned ones; 2. The stronger Japanese tourists' novelty-seeking reflects that the greater differences exist between their planned behaviors and realized behavior; and 3. The past behavior doesn’t influence the gap existing between planned behaviors and realized behaviors. Implications for future research and marketing strategies for relevant tourism industries and government agents are also discussed.