影響遊客選擇旅遊媒體型式因素之探討—以日本京都地區為例

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题名:	影響遊客選擇旅遊媒體型式因素之探討—以日本京都地區為例
其它题名:	FACTORS AFFECTING TOURISTS' CHOICE OF TOURISM MEDIA TYPES: TAKE KYOTO, TAPAN AS AN EXAMPLE
作者:	吳佩芸 Wu, Pei-yun
貢獻者:	文化創意事業管理學系黃昱凱 Yu-kai Huang
关键词:	旅遊媒體;日本京都;遊客;選擇行為 Choice behavior;Tourists;Kyoto of Japan;Tourism media
日期:	2013
上传时间:	2014-12-19 14:37:54 (UTC+8)
摘要:	旅遊，紓解壓力的最好方法，而京都在背包客棧討論區中，是各棧友最喜歡的日本城市。而一趟旅遊的成行，遊客通常需要蒐集相關資料來協助他們做出決策，使他們在海外旅遊時能更順利的來進行。資料的取得極為廣泛，從報紙、雜誌、書籍、廣告單、旅行社、網路等，不勝枚舉。　　　而旅遊是老師們最常紓解壓力的方法之一，因此，本論文探討老師赴京都旅遊時對旅遊資訊取得方式、網路資料搜尋來源之重要性、使用行動載具搜尋旅遊資訊意圖等部分進行分析。發放問卷的對象以雲林縣國小老師為主，共計發300 份問卷，回收286份有效問卷。運用敘述統計分析、卡方檢定、獨立T檢定分析、單因子變異數分析因素分析、信效度分析、結構方程模式等方法實施來檢定分析。　　　分析結果得知：(1)不同年齡的研究樣本在網路的搜尋上有差異，年紀輕的研究樣本得分顯著高於年齡大的。（2）網路旅遊資料搜尋來源重要性分析，發現年齡、學歷、月收入等研究變項在網路資料搜尋來源上是有差異的。（3）有用性、易用性兩個認知信念皆會影響使用態度，有用性會顯著受到易用性的影響。（4）APP操作介面簡單，功能強大，輕鬆上手，是影響教師使用態度的主要影響因素。　　Tourism is an excellent way for releasing pressure, while Kyoto, as revealed by online backpacker forums, is the favorite Japanese city of backpackers. To plan a successful and smooth overseas trip, one needs to collect information and uses it as reference in the decision-making process. Information can be gathered from various sources—newspapers, magazines, books, advertisement pamphlets and more. Travel agencies and websites are also good choices for obtaining information. 　　　For teachers, traveling is the most commonly adopted way for releasing pressure. In this thesis, the investigator conducted an analysis on methods used by teachers for collecting information for planning a trip to Kyoto, the importance of sources of web information, and the use of mobile devices for searching travel information. The study questionnaire was distributed among elementary school teachers in Yulin County. A total of 300 copies of questionnaire were distributed, while 286 of them were returned and valid. The researchers used descriptive statistics, χ2 test, independent t-test, one-way ANOVA, reliability and validity tests, and structural equation modeling for data analysis. 　　　Results from the analysis showed that 1) Study subjects of different age showed differences in online information search. Younger subjects scored significantly higher than older subjects did; 2) For the importance of online sources of tourism information, significant differences were found in age, education and monthly income in terms of online information sources; 3) The two perceptual beliefs, usefulness and usability, can both affect user attitude. Usefulness is significantly affected by usability; 4) Simple APP operation interface, potent functions, and easy to use are key factors influence teachers' user attitude.
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