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以享樂與新奇觀點探討旅遊行動之研究 = A Study of Trave...

國立高雄大學亞太工商管理學系碩士班

以享樂與新奇觀點探討旅遊行動之研究 = A Study of Travel Action Based on the View of Hedonic and Novelty

Record Type:	Language materials, printed : monographic
Paralel Title:	A Study of Travel Action Based on the View of Hedonic and Novelty
Author:	鄭詩蓉,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	民99[2010]
Description:	80面圖，表 : 30公分;
Subject:	過去經驗
Subject:	Past Experience
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/24995499247154371348
Summary:	近幾年來，旅遊越來越受到現代人的重視，國人對於旅遊的需求逐年上升。而隨著環境的改變，旅遊習慣不管是旅遊型態，還是蒐集旅遊資訊的方式，與以往大不相同。而對於現代人而言，尋求享樂與新奇成為想要去旅遊的主要動機；因此本研究根據此觀點，探討其對影響旅遊行動的影響。此外，利用個人過去享樂或新奇的經驗，來了解過去的某些體驗對於引發相同的旅遊動機，是否有所影響。並且透過實踐意圖理論，蒐集旅遊資訊意圖(實踐意圖)做為重要的實踐意圖，來瞭解對旅遊意圖(目標意圖)以及對於行動執行的影響。本研究採用實證研究之問卷調查法，針對有過旅遊經驗的人做為抽樣對象，經由網路問卷收集樣本資料，回收528份問卷，有效樣本為485份。根據資料分析結果，個人過去對享樂或新奇的旅遊經驗，會分別影響其興起享樂或新奇的旅遊動機。而享樂與新奇旅遊動機對於旅遊意圖也有所影響。另外在實踐意圖理論的部分，蒐集旅遊資訊意圖，亦是促使旅遊行動實踐的關鍵性意圖；透過形成多種實踐意圖有助於行動的實踐。本研究提出結論與建議，供學術及實務界做為參考，亦希望能對旅遊業者及旅遊者提供一些意見，以便有效提升消費者旅遊行動的意圖與實踐，還有行銷策略擬定上的參考。 In recent years, travels have been important activities and people’s demand for travels have been increased by years. Owing to the changes of the environment, traveler’s habits, like types of travels or the methods for collecting information are different from the past. Seeking hedonic and novelty have been became the main motivations for traveling. According to this view, this study investigates the effects of two motivations on traveling and the effects of prior hedonic and novelty experiences on two motivations. Thus, this study uses Theory of Implementation Intentions. Intention to collect travel information was seen as an important implementation intention which was used to investigate the effects on intention to travel and actual traveling action.An online survey is conducted to those subjects who have traveling experience before. A total of 528 returned data resulting in 485 valid samples. Having analyzed the data, prior hedonic and novelty experiences would positively affect their motivations. And traveling motivations of seeking hedonic and novelty also influence traveling intention. Furthermore, regarding the Theory of Implementation Intentions, the intention to collect travel information is a critical intention on travel action. The results also showed that two or more intentions would facilitate that people to implements their action.

以享樂與新奇觀點探討旅遊行動之研究 = A Study of Travel Action Based on the View of Hedonic and Novelty
鄭, 詩蓉

以享樂與新奇觀點探討旅遊行動之研究 = A Study of Travel Action Based on the View of Hedonic and Novelty / 鄭詩蓉撰 - [高雄市] : 撰者, 民99[2010]. - 80面 ; 圖，表 ; 30公分.
參考書目：面.
過去經驗Past Experience

以享樂與新奇觀點探討旅遊行動之研究 = A Study of Travel Action Based on the View of Hedonic and Novelty
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330 $a 近幾年來，旅遊越來越受到現代人的重視，國人對於旅遊的需求逐年上升。而隨著環境的改變，旅遊習慣不管是旅遊型態，還是蒐集旅遊資訊的方式，與以往大不相同。而對於現代人而言，尋求享樂與新奇成為想要去旅遊的主要動機；因此本研究根據此觀點，探討其對影響旅遊行動的影響。此外，利用個人過去享樂或新奇的經驗，來了解過去的某些體驗對於引發相同的旅遊動機，是否有所影響。並且透過實踐意圖理論，蒐集旅遊資訊意圖(實踐意圖)做為重要的實踐意圖，來瞭解對旅遊意圖(目標意圖)以及對於行動執行的影響。本研究採用實證研究之問卷調查法，針對有過旅遊經驗的人做為抽樣對象，經由網路問卷收集樣本資料，回收528份問卷，有效樣本為485份。根據資料分析結果，個人過去對享樂或新奇的旅遊經驗，會分別影響其興起享樂或新奇的旅遊動機。而享樂與新奇旅遊動機對於旅遊意圖也有所影響。另外在實踐意圖理論的部分，蒐集旅遊資訊意圖，亦是促使旅遊行動實踐的關鍵性意圖；透過形成多種實踐意圖有助於行動的實踐。本研究提出結論與建議，供學術及實務界做為參考，亦希望能對旅遊業者及旅遊者提供一些意見，以便有效提升消費者旅遊行動的意圖與實踐，還有行銷策略擬定上的參考。 In recent years, travels have been important activities and people’s demand for travels have been increased by years. Owing to the changes of the environment, traveler’s habits, like types of travels or the methods for collecting information are different from the past. Seeking hedonic and novelty have been became the main motivations for traveling. According to this view, this study investigates the effects of two motivations on traveling and the effects of prior hedonic and novelty experiences on two motivations. Thus, this study uses Theory of Implementation Intentions. Intention to collect travel information was seen as an important implementation intention which was used to investigate the effects on intention to travel and actual traveling action.An online survey is conducted to those subjects who have traveling experience before. A total of 528 returned data resulting in 485 valid samples. Having analyzed the data, prior hedonic and novelty experiences would positively affect their motivations. And traveling motivations of seeking hedonic and novelty also influence traveling intention. Furthermore, regarding the Theory of Implementation Intentions, the intention to collect travel information is a critical intention on travel action. The results also showed that two or more intentions would facilitate that people to implements their action.
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