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

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

10.6840/cycu201700212

李佳恩

部落格 ； 電子口碑 ； 可信度 ； 目的地意象 ； 渡假旅遊意願 ； 渡假生活型態 ； Blogs ； Electronic Word of Mouth ； Credibility ； Destination Image ； Vacation Travel Intention ； Vacation Lifestyle

中原大學國際經營與貿易學系學位論文

2017年

碩士

盧昱蓉

繁體中文

隨著生活型態的改變，人們處在一個競爭以及生活壓力的時代，為了追求生活品質，觀光休閒娛樂對許多人來說，已經是多數人藉由旅遊方式來舒緩壓力的管道。人們在旅遊前往往會透過網際網路來搜尋資料，但因為網路存在匿名的特性，故訊息傳播者的可信度應備受考量，而且電子口碑應用於旅遊這一無形產品時，因相關驗證較為不足。因此，本研究欲探討電子口碑可信度、目的地意象及渡假旅遊意願之間的關係，再者為了瞭解不同渡假生活型態對電子口碑可信度、目的地意象及渡假旅遊意願之影響。本研究也透過渡假生活型態來區隔不同渡假生活類型之遊客對其的差異性。 本研究以網路問卷進行調查，獲得245份有效問卷，以敘述性統計分析、信度分析、因素分析、相關分析、集群分析、變異數分析、迴歸分析進行研究驗證。研究發現：一、部落格電子口碑可信度對目的地意象有正向顯著影響，二、部落格電子口碑可信度對渡假旅遊意願有正向顯著影響，三、目的地意象對渡假旅遊意願有正向顯著影響，四、不同渡假生活型態對部落格電子口碑可信度、花蓮目的地意象及渡假旅遊意願有顯著差異，五、不同人口特性變項對部落格電子口碑可信度、花蓮目的地意象及渡假旅遊意願有部分顯著差異。本研究之研究結果，可供地方觀光局或是旅行業者作為改善當地觀光景點或旅遊套裝行程之依據。

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.

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