部落格電子口碑可信度與目的地意象對渡假旅遊意願之影響－以渡假生活型態為區隔變數

李佳恩

doi:10.6840/cycu201700212

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部落格电子口碑可信度与目的地意象对渡假旅游意愿之影响－以渡假生活型态为区隔变数

The effects of the Blog’s eWOM credibility and destination image on intentions to vacation travel－Using vacation lifestyle as segmenting variable

李佳恩 , 硕士　　导师：卢昱蓉　　

繁体中文 DOI： 10.6840/cycu201700212

部落格；电子口碑；可信度；目的地意象；渡假旅游意愿；渡假生活型态； Blogs ； Electronic Word of Mouth ； Credibility ； Destination Image ； Vacation Travel Intention ； Vacation Lifestyle

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摘要 │ 参考文献 (14) │ 国际计量

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With changing life styles comes competition and pressure. In order to pursue quality of life, sightseeing, leisure, and entertainment have become the channels for the majority of people to ease their daily pressure. People tend to search for information through the Internet before traveling; however, due to the anonymous nature of the Internet, the credibility of message communicators should be considered. In addition, when electronic word of mouth is applied to the intangible products of tourism, relevant verification may be insufficient. Thus, this study intends to explore the relationship between electronic word of mouth credibility, destination image, and vacation travel intention, and aims to understand the impact of different vacation lifestyle patterns on electronic word of mouth credibility, destination image, and vacation travel intention. This study also distinguishes the diversity of tourists according to different types of travel life through vacation lifestyle.
  This study using network questionnaire, obtain 245 effective questionnaires, with descriptive statistical analysis, reliability analysis, factor analysis, correlation analysis, cluster analysis, variance analysis, and regression analysis. The results of this study found that: 1. Electronic word of mouth credibility has significant positive effect on destination image; 2. Electronic word of mouth credibility has significant positive impact on vacation travel intention; 3. Destination image has significant positive impact on vacation travel intention; 4. Different vacation lifestyle patterns have significant differences in electronic word of mouth credibility, destination image, and vacation travel intention; 5. The characteristics of different social demographic variables have some significant differences in electronic word of mouth credibility, destination image, and vacation travel intention. The results of this study are available for local tourism bureaus and travelers to improve local sightseeing locations and tour packages.

参考文献 ( 14 ) 〈TOP〉

Folkes, V. (1988). Recent attribution research in consumer behavior: a review and new directions. Journal of Consumer Research, 14(4), 548-565.
连结：
Gartner, W. (1986). Temporal influences on image change. Annals of Tourism Research, 13(4), 635-644.
连结：
Gartner, W. (1989). Tourism image: attribute measurement of state tourism products using multidimensional scaling techniques. Journal of Travel Research, 28(2), 16-20.
连结：
Gartner, W. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216.
连结：
Gensch, D. (1978). Image-measurement segmentation. Journal of Marketing Research, 15(3), 384-394.
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使用DOI作为永久连结

引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。