- 學位論文
口碑資訊來源、情緒、目的地態度對旅遊意圖之跨文化研究
The Cross Culture Study on Exploring the Relationships among Information Source of Word-of-Mouth, Emotion, Attitude toward Destination and Travel Intention
摘要
隨著現代人工作繁忙與壓力日益增加，人們對於休閒活動觀念的提升，旅遊便成為紓解壓力與調解身心的重要來源。在全球觀光人數快速成長下，旅人的旅遊行為及決策則視為首要探討的課題，也因為旅遊產品具無形性、無法儲存性與高度複雜以及高成本風險等特性，使得旅客只能在旅遊活動中才能後體驗到品質的好壞，因此旅遊資訊來源的搜尋與選擇便成為旅行規劃中相當重要的一環，而口碑傳播行為在旅遊行為上則日漸受到重視。 本研究以Mehrabrian and Russell的Mehrabrian-Russell Model以及Ajzen的Theory of Planned Behavior兩個理論做為基礎，分別探討實體口碑與網路口碑對於旅遊目的地態度以及情緒對於旅客旅遊意圖間的影響關係，並以Greet Hofst ede的跨文化研究架構作為分析與衡量文化因素的干擾效果。 本研究之研究方式採問卷調查方式進行，研究對象以曾經去過香港的台灣與中國大陸的旅客並且使用口碑做為旅遊資訊來源的族群為主，問卷發放予台灣與中國大陸各200份有效樣本數，以SPSS19.0、Amos18.0作為統計分析工具，資料分析以結構方程式（SEM）進行假設驗證，進而執行研究結果分析與實證探討。 問卷共回收398份有效樣本數，研究結果顯示中國大陸與台灣旅客的旅遊行為分別呈現出不同結果，旅客採納口碑資訊來源會影響口碑接收者的情緒與目的地態度，進而影響旅遊意圖，另外五種跨文化因素也分別對中國大陸與台灣旅客在採納口碑資訊來源與旅遊意圖的關係間有著不同的干擾效果。
並列摘要
As the modern people busy on job and their pressure increasingly, people are enhance the concept of leisure activities,then travel have become the important method of relieving stress and adjusting body-mind. The number of global travelers rapidly growing, it is considered the primary topic to discuss whom travel behavior and travel decision-making. Because of the tourism products with the characteristics of intangible, unsaving, and high-risk of cost. Travelers only experience the quality of product is good or bad after tourism activites. Selceting and choosing the travel information source has become the most important part of travel planning. The disseminated behavior of travel word-of-mouth has increasing attention. This study base on two theory of Mehrabrian-Russell Model and Theory of Planned Behavior. To investigate the mediating effect of attitude toward destination and emotion between word-of-mouth / e word-of-mouth with travel intention.Then measuring the interference of culture dimentions from Hofstede’s culture variables. This study using the method of questionnaires survey, and travelers from Taiwan and China who had been visited HongKong and used word-of-mouth as the travel information source will be selected, release 200 valid samples each group. SPSS19.0、Amos18.0 as the statistics analyzed tools, and the data analysis with structural equation modeling (SEM) to vertify the assumptions, then performing the research results and empirical discusses. This study collects 398 effective questionnaires. The results showed that the travel behavior of Taiwan and China travelers are different. Travelers adopt the information source of word-of- mouth will affect the word-of-mouth receiver of emotion and attitude toward destination, thereby affecting the travel intention. Five cross-cultural factors also have different interference effects between the information source of word-of-mouth and travel intention.