A Research of Tourist’s Personality Trait and Involvement—Investigate by Perspective of Opinion Leader

• Main Authors: Shih-Wei Sheng, 沈世緯
• Other Authors: 丁崇德
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/73872424773547174539

碩士 === 長榮大學 === 企業管理研究所 === 95 === Because of the high invisible of tourism product, the outlay that tourist spent could not perceive the quality of tourism product immediately, it’s not to easy to standardize it like material products, besides, it will face bigger risks when customers make their choice and assess between the service. Therefore, people will make much of their own tourism experience and ask for suggestions with other related channel such as relatives and friends, electron and print media, in the process of tourism decision making. Some related researches suggest the people’s influence is bugger than media, it represent tourists are quite dependent on the suggests that opinion providers offer, this opinion providers are called” opinion leader”, people’s behavior are effected by opinion leader because their personal trait usually filter information resources.In many studying, the influence caused by opinion leader on customer’s favor and purchase, compare to advertisement or salesman, customer would tend to believe unofficial communicate resource, opinion would be considered a reliable information resource because of their objectivity and without interested. Opinion leader are usually active between small groups such as friends, families and neighbors, they become leader incidentally, if we could identify opinion leader effectively, that related industry could demand the opinion leader directly to mold the public praise through their help, transmit information to general tourist. Therefore, which kind of personality trait dose opinion leader have? How about their tourism involvement degree? This research would investigate the correlation between opinion leader’s personality trait and tourism involvement, and take area Ken-Ting as an example, hope to explain the factor that individual becomes opinion leader of leader effectively, and to be reference of follow-up researcher study and the foundation of related industry improving the sales tactic.The result of this study indicates, (1) In personal background, the opinion leaders’ education background are principal university as mainly, their jobs are principal student as mainly, travel ways are much with travel with one’s own expenses; (2) Emotion steady and pragmatic are principal part in opinion leaders’ personality trait; (3) Region understanding and region favor are principal part in recreation involvement.