| Summary: | 碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 104 === In Taiwan, traveling to Japan has been a growing trend in recent years. The motivation and intentions to gravitate for Japan among Taiwanese tourists warrant an investigation. In order to examine the underlying factors for the choice of Japan as a travel destination, this thesis employes employed three surveys with respect to “Personality Traits”, “Travel Motivation”, and “Tourist Behavior.” A sample of Taiwanese tourists who have been to Japan were surveyed, followed by the analysis of the association between personality traits, travel motivation and tourist behaviors.
Personality traits are significantly related to travel motivation, particularly among tourists who are motivated by recreation and dream. Additionally, personality traits have significant impacts on the tourist behaviors regarding the type of activities, but have no significant impacts on number of travel days. For instance, extraversion is highly associated with participation in trips surrounding attractions with natural beauty and with sporty activities. Tourists’ motivation is also related to their travel behaviors. Culture-motivated tourists are more likely to focus on attractions for natural beauty, cultural events, and recreation. Individual demographics such as low income or unmarried status also increase the likelihood of a tourist with neuroticism.
Keywords: Personality, Travel Motivation, Travel Decision-making.
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