遊客旅遊經驗口碑推薦動機與資訊內容之研究──以來台大陸交流生為例

Exploring Tourists’ Word-of-Mouth Behavior: The Case of Chinese Exchange Students in Taiwan

遊客口碑推薦對觀光接待業是重要的資訊傳遞來源，過去較少研究了解遊客實際口碑推薦的行為。本研究目的為探討遊客旅遊經驗口碑推薦的動機與資訊內容，以來台灣短期交流的大陸學生為研究對象，採用半結構式問卷收集資料，透過內容分析法，發現遊客旅遊經驗口碑推薦的動機包含個人認同與喜歡旅遊地、幫助他人旅遊便利性、獲得人際互動的快樂感、希望他人認識／到訪旅遊地；口碑推薦資訊內容包含好玩的旅遊景點、旅程中基本資訊、旅遊目的地的特徵、旅遊好用及優惠資訊、旅程中安全注意事項及影響旅遊的不方便資訊等。經由研究結果可知遊客旅遊經驗口碑推薦動機具有明顯利他人特徵，同時旅遊資訊分享過程是遊客與他人情感連結的一種重要方式。據此，研究成果提供觀光經營單位實務經營之參考。

Word-of-Mouth is the most important source of information by travellers in hospitality and tourism industry. However, few empirical studies focused on examining tourists’ Word-of-Mouth behavior. The study explored Word-of-Mouth motivation and contents of information sharing. The data for this study were collected in semi-structured questionnaire of Chinese exchange students in Taiwan. Results revealed that the motivations for Word-of-Mouth included: identify with destination, help others, social connections, and want others to visited destination. The contents of information sharing included: the best destination to visit, basic information of tourism, characters of destination, discount information, safety, and inconvenient travel information. The findings suggested that Word-of-Mouth communication were revealed an important character of interpretative information, and tourist behavior has supported the relevance of altruistic. Implications for theory and practice are provided.