大專院校生旅遊資訊蒐集對旅遊意象與態度之探討──以鹿港為例

Examining a Relationship between College Students’ Tourist Information Searching, Image, and Attitude–A Case Study of Lukang Area

近年來，觀光休閒等旅遊活動已成為國人生活不可或缺的一部分，鹿港雖具有發展文化觀光旅遊的良好條件，然而傳統古蹟旅遊卻逐漸地被商業化觀光勝地所取代，遊客多數選擇至具有創新的觀光景點來從事旅遊活動。面對此情況，政府觀光局處開始嘗試將在地原有文化與創新的行銷方式作結合，希望能藉此保住傳統的在地文化並將其永續傳承。本研究旨在探討大專院校生旅遊資訊蒐集對旅遊意象與態度的關係。依學院別採分層抽樣進行問卷調查，共取得400份有效問卷，利用敘述性統計、信度分析、回歸分析與變異數分析等資料分析方法，來瞭解不同學院學生對各個變數的關係。研究結果顯示，學生旅遊資訊的蒐集對旅遊意象與態度有顯著正面的影響。

In recent years, tourism has become a part of our lives and been heavily influenced by the development of society as a whole. As a result of fickle preferences for tourists, the historic tourism is gradually replaced by commercialized resorts. In the face of tourist trend, the Taiwanese Tourism Bureau combines local culture with innovative marketing to keep a distinguishing feature of local culture. This study examines a relationship between tourist information searching, tourist image, and tourist attitude for college students. Through stratified sampling survey, the complete and usable questionnaires were received from 400 valid respondents. This study uses descriptive statistics, reliability analysis, regression analysis, and ANOVA to interpret the relationships of variables. The results show tourist information searching positively affects tourist image and tourist attitude for college students