本研究的主要目的是驗證「客製化」在遊客的「旅遊知識」與「GPT旅遊意願」之間的調節角色,文中以客觀知識(包含一般旅遊知識、目的地旅遊知識二個次構面)衡量遊客之「旅遊知識」。根據文獻回顧提出研究架構與假說,為了測試研究假說,本研究採用真實驗設計(2×2受試者因子設計subjects factorial design),客製化行程操弄為實驗組(有提供客製化行程)與控制組(無提供客製化行程),再以事後操弄旅遊知識(區分為高、低知識)。利用問卷調查法共蒐集233位參與海外旅遊的遊客。其次,再運用獨立樣本t 檢定與變異數分析來檢驗旅遊知識與GPT旅遊意願之間的假說關係,並測試客製化的調節效果。本研究發現旅遊知識和客製化兩者分別與GPT旅遊意願之間呈現顯著差異,同時確認客製化具有調節效果。最後,則針對旅行業的行銷主管提出「客製化」在GPT產品設計上的管理意涵。
The purpose of this study is to examine the moderator of customization on the relationships between tourist knowledge and GPT’s travel intention. This study examines tourist knowledge as having two sub-dimensions:objective knowledge (including destination and general travelers’ knowledge). In accorded with literature, the conceptual framework and research hypotheses are proposed. In order to tested the hypotheses of the study we developed a true experimental design (2×2 between subjects factorial design) with a experimental group (at-customization-specific) and control group (absent), with one post-treatment variable (tourist knowledge - high and low). Two hundred and thirty-three foreign tour participants are surveyed to complete a questionnaire. Next, Independent-Samples t-test analysis and ANOVA are employed to test the assumptive relationships between tourist knowledge, customization and GPT’s purchase intention. The results show that the significant differences between tourist knowledge or customization and GPT’s purchase intention, and identify the moderating effect of customization. Finally, the implications on tailor-making package tours with foreign tour participants for marketing manager of travel agencies are discussed.