| Summary: | 碩士 === 南華大學 === 旅遊事業管理學研究所 === 92 === This study is to explore that A Study on Tourist Pre-purchase Information Search Tactic For Gu-Guan Hot Spring Area Travel. Major to know that when travel information source could affect potential tourist to come into being practice action, and to go into hot spring travel. And then supply related operator how to get up to advertisement and sale purpose.
This study according to tourist information search behavior model by consulting Fodness and Murray’s research results (1999) and the other related internal & abroad literatures to proceed the research. This study use four study face to proceed analysis. Four study face include Nature of Decision-Making, Information Search Tactic, customer character and tourism behavior.
In this study, questionnaires were distributed tourist that dip hot spring at Tichung Gu-Guan hot spring area. The number of valid questionnaires were 334. By way of factor analysis, cluster analysis, ANOVA, and Chi-Square Test et al statistics analysis, the study results are summarized as follows:
1. Tourist Pre-purchase Information Search Tactic For Gu-Guan Hot Spring Area Travel search more much from opinions of friends and relatives with travel product purchasing experiences is the most important source, and specialized travel magazine & profundity report is the sources most frequently used.
2.By source degree of information source, could segment to three significantly different clusters.
3.In terms of decision-making nature, the three clusters are significantly different in original knowledge by myself, experience of friends and relatives, experience of non-friends and non-relatives, ability collecting information, the perception of time, and have interest collect travel information.
4. In terms of travel behavior, the three clusters are significantly different just in travel frequency, the other aren’t significantly different. In terms of customer character, the three clusters aren’t significantly different.
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