海外旅遊者認知風格與創造傾向及相關因素之研究

Abstract

本研究旨在探討海外旅遊者背景變項、旅遊選擇行為與認知風格、創造傾向間的關係，採問卷調查法共發出452份問卷，回收有效問卷302份。資料的處理與分析，採描述性統計、單因子變異數分析、皮爾森積差相關、獨立樣本t考驗、及卡方檢定等統計方法考驗各項研究假設。研究結果如下: 一、認知風格部分：僅不同收入之海外旅遊者認知風格有顯著差異，其他不 同性別、年齡、教育程度則無顯著差異。 二、創造傾向部分：不同性別、教育程度之海外旅遊者創造傾向有顯著差異，而不同收入、年齡則無差異。 三、創造傾向之分層面：海外旅遊者之創造傾向以自信層面分數為最高，挑 戰層面分數為最低。 四、海外旅遊者的年齡與收入對旅遊方式有顯著差異，但性別與教育程度對 旅遊方式則無差異。 五、海外旅遊者的認知風格類型與創造傾向之幽默與挑戰面向有顯著相關。 六、團體旅遊組之創造傾向低於半自助旅遊組，但不同旅遊方式(團體旅遊、 自助旅遊、半自助旅遊)認知風格則無顯著差異。 最後依據研究結果提出相關之研究建議，供旅遊業界及後續研究者之參考。This study discussed about the cognitive styles, creative tendencies and related factors of overseas tourists. The research was mainly dependent on the questionnaire survey. 452 questionnaires were issued, and 302 valid questionnaires were collected. Research data were analyzed by the methods of descriptive statistics analysis, ANOVA, Pearson product moment correlation, independent samples t test, and chi-square Test. The primary conclusions of this thesis were briefly listed as below. 1.The cognitive styles of different income have significant differences. The cognitive styles of different gender, age and levels of education have no significant differences. 2.The creative tendency of different gender and levels of education have significant differences. Different income and age have no significant differences on creative tendency. 3.The highest score on dimensions of creative tendency is confidence level. The lowest score is challenge level. 4.Different age and income have significant differences on travel pattern. Different gender and levels of education have no significant differences. 5.There is significant correlation between cognitive style and creative tendency. 6.The creative tendency score of group package traveler is lower than semi- independent traveler. There is no significant difference between different travel patterns. Eventually, suggestions for the tourist industry and future study were provided according to the determinations of this thesis.