| 摘要: | 本研究目標為針對觀光對人們所帶來的影響，探討旅遊優惠、社會比較與旅遊惰性三者間之關聯性。研究以曾經出國旅遊過的18歲以上之成年人為研究對象，採用便利抽樣之方式，調查消費者對於旅遊優惠與旅遊惰性之觀點。另外，再以社會比較作為干擾變項，檢測其在旅遊優惠與旅遊惰性間是否有干擾之效果。經過問卷分析，主要發現有：1. 旅遊優惠對於消費者具有強烈的吸引力；2. 旅遊優惠有助於產生消費者的旅遊惰性；3. 消費者所進行的社會比較行為會影響旅遊優惠對消費者旅遊惰性的關係。根據研究結果，本研究提出建議如下： 一、惰性為消費者經歷忠誠度前所可能歷經過程，因此旅行社或相關觀光產業在運行行銷策略時，可藉由使消費者產生旅遊惰性為目標，吸引消費者長期消費，並進一步的轉換成忠誠度，增進銷售。二、本研究範圍及對象僅侷限在北部、年滿18歲以及曾經購買旅遊產品之消費者，未來研究可針對不同年齡層、消費能力及地區做分別探討。
In the age of global economy, rapid technological development and information advanced, tourism has been seen as an indispensable part of life. Therefore, the object of study is exploring the influence that tourism industry to people and discussing the relation and influence among travel exclusive offer, social comparison, and travel inertia.
The study adopted convenience sampling, and chose people who are over 18 years old and who have ever been travel abroad as object to exploring the travel exclusive offer and travel inertia views of consumers. Besides it also used social comparison as intervening variable to examine if social comparison had any intervening effect between travel exclusive offer and travel inertia.
After questionnaire analysis, the main findings are (a). travel exclusive offer have strong appealing to consumer. (b). Travel exclusive is helpful to generate consumers’ travel inertia. (c). social comparison behavior that consumers made would influence the relationship between travel exclusive offer and travel inertia. Base on the results, the study proposed following recommendation. First, inertia could be the necessary process before consumers become loyalty, so travel agency and related tourism industry could set up the goal to make consumer forming inertia, appeal them expanding in the long term, and further switching the inertia behavior to loyalty Second, the scope and object of study are only limited in northern, adults who are over 18 years old, and consumers who purchase cheaper travel product, therefore, further study could focus on other district, ages, and spending power to do another discussion or do comparison separately according to these dimensions. |
