以媒體豐富度與網路口碑探討客庄旅遊地行為意圖之研究

Google Maps在地嚮導服務傳遞景點地標的資訊量極為豐富，資訊豐富度減少人們對旅遊景點的資訊模糊性、不確定性之擔憂，協助人們在短時間內理解資訊，進而制訂旅遊地的決策。本研究以Google Maps鍾肇政文學生活園區為例，透過Google在地嚮導在Google Maps分享客家文學、文化與典故等相關資訊；接著，比較Google Maps和Tripadvisor二個媒體在鍾肇政文學生活園區之媒體豐富度的差異；最末，以媒體豐富理論探討即時回饋、傳遞多元訊息、語言多元化、客製化等準則對網路口碑的影響，亦討論媒體豐富度與網路口碑對客庄旅遊地行為意圖的影響。客家文學資訊結合Google在地嚮導是一項創新作法，透過嚴謹理論推導媒體豐富度、網路口碑與客庄旅遊地行為意圖之間的命題，提供學術界做為客家觀光理論基礎的參考，亦提出客庄文化觀光之實務應用與管理意涵。

關鍵字

媒體豐富理論；網路口碑；行為意圖；客家文化； Google在地嚮導

並列摘要

＂Google Local Guides＂ service delivers wealthy information about attractions and landmarks. The information richness of tourist destinations decrease consumers' worries about ambiguity and uncertainty, and it is helpful and effective when consumers make decisions about tourist destinations. According to Zhong's Memorial Hall case, this study communicates Hakka literature, culture, and allusions on Google local guides of Google Maps. Next, compare the differences in media richness between Google Maps and Tripadvisor via Zhong's Memorial Hall case. In the end, the study explores the impact of immediate feedback, multiple cues, personalization, and language variety to electronic Word of Mouth (e-WOM); meanwhile, this study discusses how the behavioral intention of Hakka village tourist spot is impacted by both media richness and e-WOM as well. The combination of Hakka literature and Google's local guides is an innovative approach. This study proposes propositions among media richness, e-WOM, and the behavioral intention of Hakka village tourist spot. It provides references for the theoretical basis of Hakka tourism and also proposes the practical suggestions and managerial implications of Hakka cultural tourism.

並列關鍵字

media richness theory ； e-WOM ； behavioral intention ； Hakka Culture ； Google local guides

參考文獻

Levy, S., & Gvili, Y. (2015). How credible is e-word of mouth across digital-marketing channels?: the roles of social capital, information richness, and interactivity. Journal of Advertising Research, DOI: 10.2501/JAR-55-1-095-109.

智永、曾寶葵、顏士堯 (2017)，屏東六堆客家文化園區整合特色遊程之可行性探討，運動與觀光研究，6(1)，26-37。