大眾傳播與人際傳播對國人到澳洲旅遊之影響效果比較研究

The Effects of Media and Personal Influences on Tourism Development

林雅婷(Ya-Ting Lin) ； 張凱元(Kai-Yoen Chang)

《觀光研究學報》 2卷1期 (1996/03) Pp. 47-62

https://doi.org/10.6267/JTLS.1996.2(1)4

摘要

近年來我國台灣地區出國旅遊人次逐年增長，各旅行社在爭取客源上無不竭盡心力，惟恐失去分享大餅之良機，但旅客在作目的地的之決策時，究竟是受何種因素影響使然？
本研究的目的在於探求觀光旅客對一個新開發之旅遊點－如澳洲者，會較易受媒介或人際親身傳播影響而作旅遊的決定？
經由本次調查研究發現：雖然新興旅遊點在早期需要靠大量的媒介傳播來作促銷的工作，但在市場趨於穩定之後，人際傳播影響的力量很快便超過媒介傳播影響的力量。同時亦於研究中發現在人際傳播中，不論其背景為何皆以親友的影響為最大；然在大眾傳播中，其對不同背景的旅遊者，則會有不同的影響效果出現。

關鍵字

媒介影響 ； 親身影響

並列摘要

The purpose of this study was to explore the effects of media and personal influences for a country which was newly developing its business on tourism.
Using Australia as the research case, the results of this study indicated although a newly developing country of tourism heavily depended on media influence to promote business at the begining, that the personal influence could prevail media influence in a few years. The study also found that relatives and friends were the major factors in personal influence but different factors could be varied for different tourists in media influence.

並列關鍵字

media influence ； personal influence interpersonal influence