在全球均朝向發展觀光旅遊的情況下，遊客在決策的過程會受許多不同型態的特性因素影響其旅遊決策。不同人格特質的遊客做出的決策固然不相同，且對於旅遊目的地的旅遊體驗也有所不同，當地政府規劃旅遊目的地行銷時勢必須考量不同特質旅客的需求及期望，故本研究將探討不同人格特質的遊客對於旅遊目的地體驗之差異，更近一步檢視不同人格特質的遊客其行為意圖有何不同。
本研究針對前往小烏來風景特定區旅遊之散客作為研究目標，共回收583份有效問卷。經由研究結果顯示，不同人格特質的遊客對旅遊體驗及行為意圖均呈現顯著影響，而遊客的旅遊體驗對其行為意圖也呈現顯著影響。
研究建議，相關單位可針對園區特色規劃系列活動，吸引旅客前往外，也增加曝光機會。此外，相關單位也須瞭解不同特質遊客之需求、掌握整體服務，並加強服務人員應變能力，藉以提升遊客滿意度及再次造訪意願。而在後續研究部分，可針對不同地區及對象進行調查，或加入不同的中介變數或使用不同的分析方式深入研究，期望有更完善的研究結果。
When the most of the countries are developing tourism, the decision making process of tourists are influenced by various factors.
Since every person has their own personality, therefore, travelerswould have different travel decisions and their expectation of travel experiences are also different. Local government must take deep considerationto offer differenttravelers with their needs and expectationswhen planning the tourist destination marketing.The purpose of this studyis to focus onexplore travel experience and behavioral intention that are influence by different personalities.
There are Five hundred and eighty-three effective questionnaireswere collected from foreign tourists’ at Xiao-Wulai Scenic Area. According to the research, the result shown that different personalities have significant influenced on both travel experienceand behavioral intention, andtravel experience on behavioral intention are influenced as well.
As the research suggested, related agency could design a series of activities according to the characteristics of each zone. It is not only to attract the tourists but also increase the opportunities of publicity. In addition, related agency will also need to understand the needs of tourists with different personalities, monitor the overall services, and strengthen the strain capabilities of staffs, which in order toenhance the satisfactionsof tourists and their willingness to visit again.
As the follow-up study, you can contrary to different areas and tourists to investigate, perhaps, you can use different mediators or statistics analysis systemin-depth exploration, expect to have more complete results.
