隨著新一代智慧型手機的問世及方便的無線上網方式,現代人愈來愈依賴智慧型手機,加上許多應用程式研發,讓使用者可以依照本身的需求將應用程式下載到智慧型手機。在眾多應用程式中,旅遊相關的應用程式也不斷推陳出新,如「探索台灣」此類的手機應用軟體等。 本研究試圖從旅遊應用軟體與實際旅遊意願做出系統式聯結,並從中探討智慧型手機的應用程式是否真正能引起或提高國人從事國內旅遊的意願。此次研究結果將可以帶給旅遊業者新的行銷方法和構思不同與以往的旅遊型態。 因此本研究採用問卷調查法來找出「探索台灣」應用軟體在智慧型手機的使用意圖,並且利用結構方程式找出各個影響使用者旅遊意願的變數間之關係,從中瞭解這些變數是否能有效提高國人進行國內旅遊的意願。對於持有智慧型手機的使用者而言,在手機中加裝旅遊應用程式的確可以提高他們在國內進行兩天以上的旅遊行程意願,並帶來正面效果,同時間接地帶動觀光景點的商機和加快市場經濟的流動性。在這樣的正面效應下,本研究結果也突顯出未來旅遊業除了面臨同業的競爭外,如何利用新興科技將市場做大也是很重要的課題之一。
Nowadays, people have been increasingly depending on uses of smart phones due to the new generation of smart phones and development of wireless internet. Moreover, many applications are presented to the public, and it could allow these users to download them into their smart phones according to their needs, and then travel-related applications have continued to emerge, such as "Taiwan Discovery" by Treascovery, etc. This study is attempting to observe the systemic relationship between tourism software and the actual tourist willingness, and it also discusses how smart phone’s application really cause or increase tourist willingness to involve in domestic tourism. Furthermore, the result will offer the new marketing methods and ideas to tourism industry, and will form a different travel style from the previous model. Therefore, the questionnaire in this study on the intention to use "Taiwan Discovery" in smart phone is adopted, and structural equation models could find out all the variables on each other and causal relationship, and then it also allows people to better understand whatever the variables effectively improve tourist willingness to domestic travel. For holders of smart phone, the installation of tourism application could indeed improve their tourist willingness for more then 2-days and in-country tour, and it will indirectly result a positive effect such as relevant business opportunities and the growth in a market economy. In addition to facing competition, it is a very important topic how to use emerging technologies to expand the market while the result of this study is also highlighting the future of tourism industry.