韓劇透過電視媒體在台灣持續播映下,讓民眾對於原本不熟悉的韓國文化,經由韓劇劇情中得到一些基本的認識,進而想前往韓國旅遊,故本研究探討人格特質、旅遊意象與旅遊動機之關係,據此,本研究採立意抽樣方式選取樣本,抽樣對象為參加韓國團體旅遊的遊客及曾前往韓國旅遊的網路平台上韓劇討論社團團員,進行問卷調查,發放400份問卷,網路回收187份,旅行社回收201份共回收388份,扣掉無效問卷37份,總共有351份有效問卷,有效問卷回收率87%,資料經敘述性統計、獨立樣本t檢定、卡方分析、多變量變異數分析、多元迴歸分析後,研究發現如下: 人格特質不會影響旅客的旅遊動機,但人格特質會影響職業的選擇及個人教育程度,不同背景的旅客對旅遊意象、旅遊動機皆呈現顯著差異,以大學程度未婚女性對旅遊意象、旅遊動機同意程度最高。 旅客的旅遊意象與旅遊動機皆呈顯著正相關,且觀看時數越長,對於旅遊意象同意越高。 旅遊意象構面中對旅遊動機影響最具解釋力的構面為統整性,表示旅客實際參訪後對於韓國的旅遊意象會重新組織,驗證第一印象與實際參訪後的改變,旅客對韓國的旅遊意象程度越高,就對韓國旅遊動機強度越高,也會推薦親朋好友前往旅遊或再次前往。 依據研究結果,本研究對觀光局、旅行社、未來後續研究提出建議,期望能透過人格特質、旅遊意象、旅遊動機提供相關人士對推動台灣觀光旅遊之參考。
According to the continuously playing of Korean TV series in Taiwan makes people realize Korean culture more. Although people are unfamiliar with the Korean culture, they can get some foundation from the Korean TV series. They also would like to make a tour of Korea. Therefore, there is a research studies about the relationship between the personality and traveling image to traveling motive. This research selects samples with the purposive sampling. The samples include the tourist who have ever participated in Korean group travel, the members of network platform who intent to discuss content of Korean TV series. The research uses the questionnaire survey procedure , the grand total provides 400 questionnaire, 187 recycling came from Net, 201 recycling from travel agency. Excluded 37 noneffective recycling, there are recycling effective questionnaire 351, the effective questionnaire recycling a rate 87%. The questionnaire information has confirmed after the descriptive statistics, t-test, chi square test, manova, regression analysis. The results of this article obtain the conclusion: Personality is not the reason to impact traveling motive, but personality would impact on occupation selection and personal education level. Tourist come from different background have obviously variation in appearance of traveling image and traveling motive. For example, the women who are single and have obtained university degree approve mostly of traveling image and traveling motive. In other words, the traveling image is positive of traveling motive. When people spend more time on watching Korean TV series, they agree highly with traveling image. The integral in the middle of affected aspects about traveling image to traveling motive is the most influence. It means that tourist will re-create traveling motive after they have traveled to Korea. It verifies that real participance would change fist impression and promote the Korean traveling image higher. When people have higher raveling motive, they recommend friends and family going to Korea sightseeing. In accordance with results of this research that hope to propose some constructive suggestions for Tourism Bureau, tourist agency, even the follow-up survey. By personality, traveling image and traveling motive to provide references for related person who devoted to getting forward Taiwan tourism.
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