近年來，民眾旅遊的風氣日增，因此旅遊產業也隨之蓬勃發展。在「網際網路」盛行的現在，旅遊資訊取得的管道愈來愈多元。近年來部落格、社群網站的崛起，許多網友喜歡將自己親身體驗的旅遊經驗，分享在部落格當中，而一般遊客認為此類型的部落格所分享的內容較不具商業色彩，內容的陳述也較為真實，因此成為遊客在決定旅遊目的地之前，做為主要參考資訊的來源。 瀏覽完部落客報導的旅遊體驗與所分享之訊息，對於有旅遊需求的遊客得到目的地意象資訊是否有所助益；旅遊部落格之口碑類型及其傳播作用是否對遊客獲取目的地意象資訊有其影響；若意象資訊的提供能提升對旅遊目的地的意象，是否進而對其行為意圖產生影響；還有想要瞭解遊客的旅遊部落格使用經驗是否對旅遊意象資訊影響行為意圖造成干擾效果，即為本研究欲探討的主題。 本研究以旅遊類部落格為研究範圍，有使用過旅遊部落格搜尋旅遊資訊之網路使用者為研究對象，調查問卷以網路方式及紙本發放後回收有效問卷728份，再以SPSS及AMOS統計軟體為工具分析資料進行驗證。 本研究結果發現：(1)「旅遊資訊需求」對「意象資訊」有顯著影響—部分成立。(2)「口碑傳播」對「意象資訊」有顯著影響—部分成立。(3)「意象資訊」對「行為意圖」有顯著影響—部分成立。(4) 旅遊部落格使用經驗在「意象資訊」對「行為意圖」的影響中造成干擾效果—部分成立。 最後根據本研究結果，提出建議，供旅遊部落客、旅遊經營業者及後續研究者作為參考。 In recent years, the tourism industry has been flourished while traveling is all the rage domestically. With the internet being prevalent, there are more methods for people to have access to travel information. Blog platforms and social media are getting popular, and many netizens like to share their personal travel experience on the internet, which is regarded as non-commercial and real content for normal tourists. Thus, blogs become the main travel source for tourists before they decide the travel destination. The topics this study aims to discuss are whether examining the information shared by bloggers is useful for tourists with traveling demand to get the imagery information of destinations, whether the dissemination of the word of mouth influences tourists to get the imagery information of travel destinations, whether providing imagery information influences the behavioral intention if the imagery information providing improve the imagery toward travel destinations, and whether the travel blogs experience has the interference effect on imagery information influencing behavioral intention. The area of this study was travel blogs, and the subjects are internet users who had experience researching travel information via travel blogs. This study used online and paper questionnaires to collect data, and the number of valid questionnaires is 728. The study used statistical software SPSS and AMOS to analyze the data and make the tests. The results of this study are as follows: (1) The effects of travel information needs on imagery information are significantly different: partially being satisfied. (2) The effects of the word of mouth on imagery information are significantly different: partially being satisfied.(3) The effects of imagery information on behavioral intention are significantly different: partially being satisfied.(4) Travel blog experience has the interference effect on imagery information influencing behavioral intention: partially being satisfied. According to the results, this study offered suggestions for travel bloggers, tourist amusement enterprises, and other researches.
