團體旅遊還是自助旅遊？人格特質與旅遊產品選擇的關聯

Package Tours or Self-guided Tours: The Relationship between Personality Traits and Travel Types

廖俊杰(Chun-chieh Liao) ； 高孟廷(Meng-ting Kao)

《休閒產業與健康促進學術研討會》 2019 (2019/06) Pp. 75-84

摘要

台灣旅遊業蓬勃發展，人們對於休閒生活也更加重視，電子商務時代的來臨，旅遊形式有顛覆性的改變，一般可分為團體旅遊和自助旅遊，團體旅遊不需要事前安排行程，呈現較高的依賴性，自助旅遊的消費者偏好不受拘束的旅行，旅遊型態的選擇和人格特質有很大的關聯。本研究是以人格特質為出發點，探討五大性格特質是否影響旅遊產品的購買意願，再將團體旅遊和自助旅遊做分群研究，了解購買兩種旅遊型態的消費者分別具備何種人格特質。研究以問卷方式獲得數量化資訊，以結構方程模型（SEM）進行分析，受訪者年齡介於18至30歲，共計302位受訪者參與。研究結論顯示選擇團體旅遊的消費者偏向審慎嚴謹的人格，選擇自助旅遊的消費者則具備親和性的人格，結論可供線上和實體的旅遊業者參考，針對特定性格的消費者提出配套方案。

關鍵字

團體旅遊 ； 自助旅遊 ； 人格特質 ； 五大性格

並列摘要

With the flourish development of tourism industry, people are more care about leisure. Travel types have changed subversively because of e-commerce era is coming. Travel types can be divided into group tour and self-guided tour. Consumers do not need to arrange the schedule if they choose group tour, showing the personality of dependence. Consumers who choosing self-guided tour prefer footloose travel. As a result, choosing the way to travel is related to personality. Structural equation modeling (SEM) analysis based on 302 respondents between the age 18 to 30. Our findings are that the consumers who choose group tour tend to have the personality of conscientiousness, the consumers who choose self-guided tour tend to have the personality of agreeableness.

並列關鍵字

Group tour ； Self-guided tour ； Personality traits ； Big five