A Research of Instagram Check-in Behavior of the Tourist

• Main Authors: WANG, ZI-HUA, 王姿樺
• Other Authors: YU, CHIEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gmrw85

碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 106 === 　　In the booming era, some people use community software to check-in　while traveling. From the beginning of Facebook to the Instagram, check-in has　gradually become a hot issue. This research mainly includes social influence and motivation theory as the model basis, and incorporates such motivation factors as “public self-awareness”, “subjective norms”, “storage information”, “self-promotion”, “response”, and “economic pay” to explore tourism checkin behavior. The motivation for using Instagram to check-in. In this study, an online questionnaire was used to survey Instagram users. There were total 300 valid questionnaires. Confirmatory factor analysis was performed first, and the overall pattern was established, followed by path analysis. 　　The study found that the users who use Instagram are mostly 21-30 years old, and most of the seniority has been used for 4-5 years. The average daily use is more than one hour, and the most frequently check-in tourist attractions. Users of different backgrounds have some differences in their motivation, social influence and check-in behavior. Through path analysis, it is found that public self-awareness in social influence has a significant impact on various aspects of motivation. People with high self-awareness will use Instagram to check-in, while subjective norms in social influence will store information on motivation. The effects of facets and economic compensation facets are not significant, indicating that people do not engage in these actions because of pressure from others; in addition, it is found that many people do not check-in in order to obtain responses from others or to obtain concessions. What I saw was different. Because tourists will mostly check-in at tourist attractions, it shows that tourist organizations can make more use of consumers' motivation for punching in order to plan appropriate spots and content, thus increasing more exposure and economic benefits.