電子媒體型態旅遊資訊效果評估之實證探討

An Empirical Study on the Effectiveness of Computer-Mediated Tour Information

何昶鴛(Chaang-Iuan Ho)；周顏孝慈(Hsiao-Tzu Chou Yen)

旅遊資訊效果 ； 實驗設計 ； 旅遊資訊系統 ； Effectiveness of tour information ； experimental design ； hypothetical tour information system

戶外遊憩研究

16卷1期（2003 / 03 / 01）

25 - 43

繁體中文

本研究利用實驗設計法構建單一旅遊據點之電子媒體型態旅遊資訊系統，以瀏覽者對城旅遊據點之瞭解、引發之興趣、以及未來前往該據點的可能性作爲評估指標，評估旅遊資訊之效果。同時，探討特定旅遊資訊項目與瀏覽者個人特性對於旅遊資訊效果之影響。研究結果顯示：瀏覽資訊後，受測者對於旅遊據點之瞭解與興趣、以及未來前往該據點的可能性均顯著增加；旅遊資訊之提供確實具有解釋、宣傳與促銷旅遊據點的功能。特定資訊項目之中，影響受測者對旅遊據點興趣的主要因子以交通資訊之效果最爲顯著；活動與建議道程資訊之交互作用亦具有一定程度之效果。受測者性別則分別與交通資訊以及建議遊程資訊具有交互作用。

This study was undertaken to assess the effectiveness of computer-mediated tour information for increasing awareness, interest, and likelihood to visit a certain travel destination. An experiment, in which hypothetical tour information was provided for browsing subjects, was conducted to understand their responses. Meanwhile, the effects of four information items and three socio-economic variables on informational effectiveness were examined. The results of an empirical test provided supports for the hypotheses presented in this research. The experimental results also revealed that traffic information had a significant effect on subjects' interest in a tour destination. Activity and tour-package information were not individually significant; however, these two factors still contributed to the impact via interactions with each other. In addition, the subjects' gender interacts moderately with some other factors.

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