| 摘要註: |
近日來,因受國際量化寬鬆的貨幣政策影響,赴國外旅遊的台灣人數也與日俱增,而這些遊客在行前通常會搜尋目的地的相關知識與資訊,而這些搜尋而來的知識也會有一定的程度影響消費者的決策。然而,不同種類的遊客在資訊搜尋時會走不同的路徑。一般來說,自由行的旅客會積極的去搜尋旅遊目的地資訊,或探聽口碑,而跟團的旅客則會片面性受廣告影響,這兩種情形都會形塑旅客對旅遊目的地意象。但是,旅客在旅遊前也常因相關資訊搜尋不足或是單方面對資訊的片面瞭解而產生期望不確定,形成落差,而如何降低旅客旅遊前後的不確定,使旅客滿意度與重遊意願提高,則變成旅行業者當前的重要課題。故本研究旨在藉由國內外相關文獻探討及問卷調查與統計分析了解不同資訊搜尋類型對旅遊期望一致性的影響,而最終提高旅客的重遊意願。藉由文獻的整理,本研究以廣告搜尋、口碑搜尋、資訊搜尋等三構念代表資訊搜尋之內涵,而本研究推論此資訊搜尋會影響旅遊期望確認,最終影響遊客重遊意願。在實證方面,本研究選擇以曾經去過日本的旅客為研究對象,並且發放實體問卷與網路問卷(My3q),再藉由驗證性因素分析(CFA)與線性構模型(SEM)來驗證本研究所推論之模型。經實證研究,本研究發現廣告搜尋與旅遊期望確認呈現負向關係,口碑搜尋與旅遊期望確認呈現正向關係,而消費者知識搜尋與旅遊期望確認呈現正向關係,最後旅遊期望確認與旅客重遊意願呈現正向關係;另外,跟團與自由行之旅遊型態調節變數在線性結構關係上雖會影響資訊搜尋與旅遊期望確認之間的關係,但在差異檢驗的結果中卻不顯著。藉由研究的結果,若是導遊想降低旅遊期望落差,達到旅遊期望確認,應降低旅客受到廣告搜尋的影響,以提高旅客重遊意願。 Nowadays, due to the impact of quantity easing, the tourist from Taiwan to go abroad increase quickly. Those tourists will search the information about the destination of sightseeing. This kinds of information will form the tourist destination image, and it will influence the tourist decision or strategies. However, the tourist will follow different path in the behavior of information search. In general, independent tourist will search information actively, while package tourist will sidedness snoop advertising. Of course, this two kinds of path will form tourist destination image. Nevertheless, tourist will have travel dispute and travel expectation disconfirmation because of the information search received unilateral or one-sided understanding of inadequate information. As a result, tourist expectation confirmation will affect by pre-cognition and post cognition. Therefore, how to measure the tourist expectation confirmation is now an important issue for tourist guides. According to the upper mention, this research hope to understanding the effects of information searching types due to the expectation confirmation, and finally influence the revisiting by applying the international literatures, questionnaire analyze, and statistic analyze. Through literature review, Our study adopt advertisement search, word-of-mouth search and consumer knowledge search to represent information search. Our study infer that the three different kinds of information search will influence the tourist expectation confirmation, and finally influence the revisiting. In empirical, our study adopt the tourist who have ever been to Japan for our research sample. Our study use questionnaire to collect data, and we use CFA and SEM to measure and analyze our model. Through empirical, our study find out that ad search have negative influence on tourist expectation confirmation, WOM have positive influence on tourist expectation confirmation, consumer knowledge have positive influence on tourist expectation confirmation. At last, tourist expectation confirmation have positive influence on the revisiting. In addition to, the travel modes include package tour and independent travel have no effect on moderating, but it still influence the relationship between the information gap and the tourist expectation gap. To sum up, the travel guides must decrease the tourist ad search to increase the tourist confirmation. Finally, it will end up increasing the revisit. |