小琉球風景區旅客旅遊行為之研究-EBM模式

Research on Tourist Behavior at Liou-Ciou Scenic Area-EBM Model

黃子育(Tzu-Yu Huang)

指導教授 ： 吳英偉

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00023

摘要

本研究運用EBM模式為主要研究架構，經修正後對小琉球之遊客旅遊行為進行研究，其研究目的有四：一、探討至小琉球風景區之旅客的旅遊行為，並將遊客之方案評估準則作分群；二、探討至小琉球風景區之旅客在旅遊動機對資訊搜尋行為、方案評估準則的影響；三、探討不同旅客的屬性對旅遊動機、資訊搜尋行為與方案評估準則差異；四、探討不同旅遊動機、資訊搜尋行為、方案評估準則之群體對行為意圖之影響。
研究結果將「旅遊動機」分為「滿足夢想與自我成長」、「體驗自然與風情」、「放鬆身心與紓解壓力」、「民俗活動參與及親身參與體驗」及「親友感情培養與交流」等五構面；將「資訊搜尋行為」分為「傳統管道」、「積極蒐尋」、「經驗導向」、「他人意見」與「行前搜尋」等五構面；將「方案評估準則」分為「重視自然環境與安全便利」、「重視設施環境與價格」、「重視冒險與全家同樂」與「重視遠離人群」等四構面。
本研究將人口統計變項對「旅遊動機」、「資訊搜尋」及「方案評估準則」三構面進行差異性分析，分析結果部份人口統計變項對上述構面有顯著差異。經迴歸分析發現，「旅遊動機」、「資訊搜尋」及「方案評估準則」對後續行為意圖有顯著影響，「旅遊動機」對「資訊搜尋行為」及「方案評估準則」亦有顯著影響。而本研究將「方案評估準則」進行集群分析，分析結果將其分為二群，分別為「傳統旅遊型」與「安全自然型」。本研究亦將研究結果對管理單位與後續研究者提出建議，期能增進小琉球未來之觀光發展與後續研究方向。

關鍵字

EBM模式 ； 旅遊動機 ； 資訊搜尋行為 ； 方案評估準則 ； 行為意圖

並列摘要

This study uses a revised EBM model as the main research framework and makes a thorough inquiry to visitors who have been to Liouciou Scenic Area. The aims of this research are as follows: 1. To investigate visitors’ behaviors at Liou-Ciou Scenic Area and to evaluate different alternatives by applying the cluster analysis. 2. To explore how visitors’ travel motivations influence information search behaviors and evaluation alternatives. 3. To find out the differences in travel motivations, information search behaviors and evaluation alternatives from different demographic variables. 4. To examine how various travel motivations, information search behaviors, and evaluation alternatives influence behavioral intentions.
According to the result of factor analysis, travel motivations could be divided into five dimensions: "To accomplish dreams and self-growth," " "To experience nature and scenic," "Relax and release stress," "To participate in folk activities," and "To cultivate relatives and friends’ interpersonal feelings"; information search behaviors also include five dimensions: "Traditional Channels," "Active Search," "Experience Orientation," "Others Opinion," and "Pre-search,"; there are four dimensions within evaluation alternatives: "The stress on the natural environment and security," "The focus on the environmental facility and the price," "The emphasis on family fun and adventure," and "Attention to the crowd to stay away from people."
Based on different demographic variables, this study applies ANOVA analyses to three dimensions, which are "Travel Motivations," "Information Search Behaviors" and "Evaluation Alternatives”. According to the analysis, part of the above-mentioned demographic variables showed significant differences in these dimensions. Regression analysis revealed that "Travel motivation", "Information Search" and "Evaluation Alternatives" had significant influence on "Behavioral Intentions" and that "Travel Motivations" had significant effect upon "Information Search Behaviors" and "Evaluation Alternatives ".
The purpose of this study is also to use cluster analysis to analyze "Evaluation Alternatives", and the results divides into two groups, namely "the traditional tourist type" and "the natural security type." This study also provided suggestions of the development of tourism in Hsiao Liou-ciou to management unit and give directions for follow-up researchers.

並列關鍵字

EBM Model ； Travel Motivation ； Information Search Behavior ； Evaluation Alternatives ； Behavioral Intentions

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