Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/98140
標題: 接收Facebook上之外部影響因素與旅遊決策模式–以福隆國際沙雕藝術季為例
Receiving on Facebook External Influencing Factors and Tourism Decision-Making Models -Taking Fulong International Sand Sculpture Art Season as an Example
作者: 李依珊
Yi-Shan Li
關鍵字: 節慶活動;Facebook;結構方程模型;旅遊決策;Festival activities;Facebook;structural equation models;travel decisions
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摘要: 
福隆國際沙雕藝術季由2008年舉辦至今已滿11屆,參加人數每年超過25萬人,屬國內大型節慶活動,而近幾年來許多學者對於此新興的節慶活動現象研究也日益增加。近年來,隨著社群網路(SNS)開始蓬勃發展,例如:Facebook、Instagram等,社群網站的用戶急速增加。對旅遊者來說社群媒體也扮演著不可或缺的角色。
本研究以旅遊決策模式、理性行為理論及遊客行為模式為基礎,探討前往福隆國際沙雕藝術季之潛在旅遊者其旅遊決策過程,並以結構方程模型檢視外部影響因素、旅遊期望、旅遊動機、旅遊態度、主觀規範與行為意圖各變項間之關係。
以2017年福隆國際沙雕藝術節之潛在遊客為研究對象,於2017年5月至7月間發放問卷,共得397份有效問卷,而在檢驗結果顯示各變相間具有正向影響;即(1)外部影響因素顯著正向影響期望;(2)期望顯著正向影響動機;(3)動機正向顯著影響態度;(4)期望顯著正向影響態度;(5)態度顯著正向影響主觀規範;(6)主觀規範顯著正向影響行為意圖,而多群組分析部分,發現職業部分學生與社會人士在「旅遊動機對於旅遊態度」、「旅遊期望對於旅遊態度」、「主觀規範對於行為意圖」之路徑上皆有顯著差異。希望藉由本研究可了解遊客決策旅遊前期與後期之變化,以利未來對Facebook如何影響旅客之決策目的地有更深入之了解。

Fulong International Sand Sculpture Art Festival has been held for 11 times since 2008 and has participated in more than 250,000 people each year. It is a large-scale domestic festive event, and in recent years many scholars have increasingly studied this emerging phenomenon of festive events. In recent years, with the development of social networks (SNS), such as:. Facebook, Instagram, etc., users of social networking sites are rapidly increasing. For the traveler, social media also plays an indispensable role.
Based on the tourism decision-making model, rational behavior theory and tourist behavior model, this study explores the tourism decision-making process for potential tourists visiting the Fulong International Sand Sculpture Art Season, and examines the external influence factors, tourism expectations, tourism motives, and tourism using the structural equation model. Attitude, relationship between subjective norms and behavioral intents. Taking the tourists who participated in the Fulong International Sand Sculpture Festival in 2017 as the research object, the questionnaires were distributed on the spot between May and July 2017. A total of 397 valid questionnaires were obtained, and the test results showed that each variant has a positive influence; (1) The external influence factors significantly influence the expectation; (2) the expectation significantly influences the motivation positively; (3) the motivation positively influences the attitude significantly; (4) the expectation significantly influences the positive attitude; (5) the attitude significantly influences the positive influence subjectively Normative; (6) Subjective norms significantly positively influence behavioral intentions, and the multi-group analysis section finds that professional students and the community are in the 'travel motivation for tourism attitude', 'tourism expectations for travel attitude', and 'subjective norms for behavioral intention'. There are significant differences in the path of intentions. It is hoped that this study will understand the changes in the early and late phases of tourists' decision-making travel so that they can have a deeper understanding of Facebook's decision-making destinations in the future.
URI: http://hdl.handle.net/11455/98140
Rights: 同意授權瀏覽/列印電子全文服務,2021-08-23起公開。
Appears in Collections:景觀與遊憩學士學位學程

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