| Summary: | 碩士 === 逢甲大學 === 景觀與遊憩研究所 === 95 === With an increasing population with domestic vacation traveler behaviors in a group can be seen at many scenic areas. The previous study focusing traveler behavior in a group have explored the differences in time and pattern of tourist behavior, the relationships between travel sites chosen and traveler group behaviors, and the influences of social group on traveler behavior. The literature also points out that the way of social group makes recreation activities undertaking easier and interesting and can be used to predict traveler behaviors. In fact, the nature of traveler behaviors is quite complicated, and five types of travel information need for travelers have proposed. More importantly, trip decision is one of the key of travel planning and differs from trip decision before to after. Thus, the understanding of the differences in travel information need of traveler groups can be used to decrease or avoid risks, even to develop various marketing strategies. Therefore, the purpose of this study is to apply social network analysis to examine the differences in the social networks of travel information need between the stages of trip decision making.
The samples of this study are the members of a bicycle club in Taichung city. 120 valid subjects are intercepted and interviewed by the structural questionnaires. The results of confirmatory factor analysis reveal that the travel information needs of traveler group are not consistent with the previous study. Namely, aesthetic needs are not found in trip decision before. Furthermore, the results of social network analysis indicate that the networks of travel information need differ in its distributions, and even in travel decision stages. Moreover, most respondents tend to ask those who are more experienced and a lot of weak ties are found in the social networks of traveler in group. The findings suggest that activity managers should hold the members of cut points as a channel to spreading travel information faster and provide hedonic, aesthetic, and symbol information aimed at group members.
Keywords: social network, strength of ties, trip planning
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