台灣旅遊介紹書籍之內容編排與讀者閱讀偏好之研究

近年國內旅遊風氣越來越盛行，也因著資訊科技的進步，民眾能藉由不同的媒介蒐集旅遊資訊，但同時也較雜亂，旅遊書籍因此成為許多民眾旅遊時所喜愛使用的工具之一，旅遊書內資訊的整合，使得民眾蒐集資料較為方便且準確。旅遊書大量出版，充斥著市場的這時代，市面上所提供的旅遊書種類五花八門，內容所呈現的方式也不盡相同，因此本研究探討現今出版市場的旅遊書籍之內容及編排方式的各種風格特色，何者為民眾之喜好。本研究經過文獻回顧以及實地訪查後，擬定出研究問卷供民眾填寫，問卷內容可分為旅遊習慣調查、旅遊書內容及編排喜好題型，同時，內容及編排分為六大方向，分別為旅遊書主題性質與介紹、書籍廣告與名氣、旅遊書內文之呈現、色彩與塗鴉、尺寸與版面比例以及輔助工具之醒目性，經過一個月的網路調查，共回收有效問卷428份。根據研究結果，民眾大致偏向主題內容較多元的旅遊書、各方面旅遊資訊的提供及準確性須完備，同時，出版業者也必須考慮讀者的視覺舒適度及視覺豐富性、圖文配置及書籍尺寸大小的安排是否讓讀者閱讀時不疲勞且攜帶方便，此外，輔助工具的醒目性也是重點之一，須考慮是否讓讀者能夠方便且快速的使用，以此建議出版業者在未來能夠如何設計旅遊相關書籍，吸引民眾的喜愛及購買。

關鍵字

台灣旅遊書；讀者的喜好；內容與編排

並列摘要

Nowadays, domestic traveling has become more popular than before. With the technology advanced and information transparent, tourists do not need to rely on travel agency for preparation before departure. There are different types of traveling information that can be accessed by tourists easily, but the information might be unclear or outdated. Thus, travel guidebooks have become the most favorite tool for domestic tourists because it includes complete and accurate content that makes tourists collecting travel information easily without waste time on filtering unnecessary information. Today, there are many publications in the market and present content and travel information in different ways to meet different needs of tourists. In this research will discuss features of layouts and contents of travel guidebooks are selling in the market and find the reasons of the guidebook been chosen out. A questionnaire is used in this research to collect feedback from the tourists. The questions are based on the literature review and field visit and the contents of the questionnaire include two categories: travel habits and favorite themes and layout of the travel guidebook. The questions of the second category are based on the subject of travel guidebook, fame and promotion of author or guidebook, content presenting, drawing and coloring, proportional distribution and clarity of assisting tools. We got 428 effective responses after a month Internet-based survey. The result reveals tourists prefer diversified content and with thorough and accurate traveling information. At the same time, the publishers need to consider portability for traveling, appropriate coloring and proper text size and photos distribution for avoiding reading fatigue. Additionally, offer clear and convenient assisting tools in guidebooks is crucial for publishers. In order to attract tourists and stimulate selling, publishers could consider our findings before launch a travel guidebook.