隨著各國陸續推出有利的入境政策、資訊技術的發展與普及、全球經濟的成長等因素，旅遊業的成長動能不容小覷。其中，旅遊的形式也有了顛覆性的改變，除了團體旅遊外，自助旅遊更是方興未艾。團體旅遊指的是預先安排的旅遊服務並且預付單一價格，涵蓋運輸與住宿、餐飲與觀光、而且有導遊隨行(Morrison, 1997)，呈現較高的依賴性，自助旅遊則為消費者根據自己的旅遊需求、預算與旅遊目的，設計個人偏好的行程，自主空間大(蕭至惠，高韻晴，蔡進發，2009)。本研究是以人格特質為出發點，探討五大性格特質是否影響旅遊產品的購買意願，再將團體旅遊和自助旅遊做分群研究，了解購買兩種旅遊型態的消費者分別具備何種人格特質。研究以問卷方式獲得數量化資訊，以結構方程模型(SEM)進行分析，受訪者年齡介於18至30歲，共計302位受訪者參與。研究結論顯示選擇團體旅遊的消費者大多偏向審慎嚴謹的人格，選擇自助旅遊的消費者大多具備親和性、外向性、開放性的人格，結論可供線上和實體的旅遊業者參考，針對特定性格的提出配套方案。
Along With the relaxation of travel policy, development of technology, global economic growth, the growth of tourism industry is beyond your expectation. Travel types have changed. Travel types can be divided into group tour and self-guided tour. Consumers do not need to arrange the schedule if they choose group tour, showing the personality of dependence. Consumers who choosing self-guided tour prefer footloose travel. As a result, choosing the way to travel is related to personality. The purpose of this study is to examine when people are choosing travel types, whether they will affect by personality traits? Structural equation modeling (SEM) analysis based on 302 respondents between the age 18 to 30. Our findings are that the consumers who choose group tour tend to have the personality of conscientiousness, the consumers who choose self-guided tour tend to have the personality of agreeableness, extraversion, and openness.
