導遊特質影響觀光消費行為

The Characteristics of Tour Guides Affect Sightseeing Consumption Behavior

導遊身為領導者與服務提供者，其個人特質與領導方式對旅遊品質具有舉足輕重的影響力，如何使團員感到滿意、肯定導遊的服務，進而讓旅行社獲得口碑與再重遊行為，應是導遊帶團時最應重視的層面。故本研究將導遊三大特質分為「專業性」、「相似性」與「個別關懷」，旨在研究哪一特質的導遊，與何種旅遊動機、人格特質、生活型態的消費者搭配，能夠產生消費者行為—滿意度、認同感、口碑行銷及再重遊行為。
經研究結果發現：專業性、相似性、個別關懷這三種導遊特質在滿意度、認同感、口碑行銷、再重遊這四種觀光消費行為上都有差異存在。而專業性特質的導遊搭配自我學習及滿足動機的遊客、相似性特質的導遊搭配自我學習及滿足動機的遊客、個別關懷特質的導遊搭配身心調適動機的遊客，能引起認同感、口碑行銷、再重遊行為；專業性特質的導遊搭配冒險生活型態、相似性特質的導遊搭配探求生活型態的遊客，能引起口碑行銷、再重遊行為，個別關懷特質的導遊搭配探求生活型態的遊客能引起口碑行銷、搭配淡然生活型態的遊客能引起再重遊行為；最後發現不同導遊特質及人格特質的交互影響對觀光消費行為沒有顯著的差異，故本研究建議將導遊特質搭配組合的重心，放在旅遊動機及生活型態上。

This study divides the three characteristics of tour guides into ''professionalism'', ''similarity'' and ''individual care'', aiming to study which characteristics of tour guides are matched with consumers with tourism motives, personality traits, and lifestyles , Can produce consumer behavior-satisfaction, sense of identity, word-of-mouth marketing and renewed behavior.
The research subjects of this study are people who have experience in sightseeing and have followed tour guides. The sampling method is based on intentional sampling.
The results of the research found that the three characteristics of tour guides: professionalism, similarity, and individual care are different in the four consumer behaviors of satisfaction, identity, word-of-mouth marketing, and revisiting, The combination of professional tour guides with self-learning and motivated tourists, similar traits with self-learning and motivated tourists, and individual caring tour guides with tourists with physical and mental adjustment motives can arouse a sense of identity, word-of-mouth marketing, and more. Re-parade behavior; professional guides with adventurous lifestyles and similar traits with tourists exploring lifestyles can cause word-of-mouth marketing and re-parade behavior. Individually caring tour guides can match tourists who explore lifestyles Tourists who can cause word-of-mouth marketing and match the indifferent lifestyle can cause another parade; in the end, it is found that the interactive influence of different tour guide characteristics and personality traits has no significant difference in tourism consumption behavior. Therefore, this research suggests that the combination of tour guide characteristics can be combined Focus on tourism motivation and lifestyle.