海外自助旅行者之知覺價值及滿意度對重遊意願之研究─以香港旅遊為例

Abstract

網際網路的快速發展使得旅遊資訊容易取得，因此旅行者收集旅遊目的地的資訊更加便利；而傳統旅行社也逐漸拓展網路業務，紛紛提供網路代辦機票與網路報名自由行等方式。另外，隨著簽證陸續開放(截至2011年12月15日外交部統計，目前我國國民可以免簽證及落地簽證方式前往的國家及地區共有124個)，以及近年自助旅行的風潮，使得年輕人開始從事海外自助旅行。自助旅行的盛行為當地帶來的商機，以及旅行社的應對之策，將是雙方必須思考的議題。

本研究根據Foster所提出的旅行決策過程，探討自助旅行者在出國旅遊前的旅遊動機、資訊尋求與考量旅遊目的地屬性的過程，整理為一自助旅行模式。另外對觀光地來說，能夠持續重遊，並且帶來新的消費顧客相當重要，因此本研究分析旅途中產生的知覺價值及滿意度對重遊意願的影響程度。

研究結果顯示，滿意度影響重遊意願較知覺價值來得重要，其中又以旅遊環境的滿意程度影響最大，其次為交通易達性與景點多樣性；知覺價值仍有一定的影響程度，當自助旅行者的情感性價值與功能性價值提升時，則會有較高的重遊意願。另外根據人口統計變數對自助旅行模式各構面之差異分析，本研究描繪出自助旅行者的人口統計背景，期盼能了解自助旅行的主要族群。最後，綜合本研究的發現，給予旅行社與旅遊目的地相關實務建議。

The rapid improvement in Internet makes travel information easily reach, so it is more convenient for travelers to collect the information about the travel destination; besides, traditional travel agency starts expanding business through internet such as selling airline tickets and providing independent travel. With the visa free (According to the statistics from Ministry of Foreign Affairs, Republic of China (Taiwan) There are 124 countries are visa free.) and the popularity of independent travel, lots of young people engage the overseas independent travel. Independent travel also brings opportunities in business to the travel destination, and travel agencies need to organize the reacting strategy. Both sides should take this into consideration.

This study adopts what Foster mention about the Travel Decision Process, and discuss independent travelers’ motivation, information searching and considering the destination attributes before traveling; also develop an independent travel model. Moreover, traveler’s revisit intention is important to the travel destination, so this study analyze the affection of independent travelers’ perceived value and satisfaction toward revisit intention.

The result shows that satisfaction is more important than perceived value toward revisit intention. Among the satisfaction dimension, travel environment satisfaction is the largest factor. Next one is the public transportation and scenic spots; perceived value is still important, when the emotional value and functional value increase, independent travelers would revisit. In addition, the study analyzes the demographic factors to independent travel model, and depicts the background of independent traveler. At last, this study summarizes the findings and gives some relating suggestion to travel agency and travel destination.