國外自助及團體套裝旅遊消費者心智模式與共識地圖之研究

本研究首先藉由個人涉入程度量表(RPII)篩選對自助及團體套裝旅遊具有高涉入程度之消費者為訪談對象，再透過隱喻誘引法(ZMET)使受訪者闡述自助旅遊及團體套裝旅遊對於自身所產生的意義，以獲取消費者之心智模式，接著運用方法目的鏈(MEC)將受訪者的心智模式進行分層，並繪製共識地圖，從中瞭解產生行為之關鍵驅動因素。研究結果顯示自助旅遊消費者之共識地圖為「文化饗宴→細細品味→自由」、「景物參訪→乾淨→舒適」、「景物參訪→不同感受→舒適」、「旅遊探險→不同感受→舒適」及「行程規劃→不同感受→舒適」；而團體套裝旅遊消費者之共識地圖為「行程規劃→客製化→舒適」、「行程規劃→客製化→愉悅」、「具備條件→客製化→愉悅」、「具備條件→客製化→舒適」、「旅遊探險→建立友誼→愉悅」及「離開舒適圈→建立友誼→愉悅」。另外，本研究也發現自助旅遊及團體套裝旅遊均有「舒適」之最終價值，但鏈結後的屬性卻不相同。最後透過研究結果以理解自助旅遊及團體套裝旅遊消費者共識地圖背後之價值感受，並將其應用於旅遊相關業者擬訂行銷策略作為參考之用。

First, this study utilized the Revised Personal Involvement Inventory (RPII) to select consumers who showed high involvement with the independent travel and group package tour as interviewees. Through the Zaltman metaphor elicitation technique (ZMET) to elicited respondents’ self-generated meanings of independent travel and group package tour to obtain the mental models of consumers. Means-end chains (MEC) analysis was then applied to categorize the respondents’ mental models into levels based on the product type. Subsequently, a consensus map was obtained, from which the key driving factors that lead to action are determined. Results show that the consensus maps of independent travel consumers are as follows:〝culture→savored→freedom, 〞 〝scenery visit→cleanness→comfort,〞〝scenery visit→different feelings→comfort,〞〝tourism adventure→different feelings→comfort,〞and〝trip planning→different feelings→comfort.〞Similarly, the consensus maps of group package tour consumers are as follows:〝trip planning→customization→comfort,〞〝trip planning→customization→pleasure, 〞〝requirements→customization→pleasure,〞〝requirements→customization→comfort,〞〝tourism adventure→building friendship→pleasure,〞and〝leave the comfort zone→building friendship→pleasure.〞Besides, this study discovers both independent travel and group package tour has one final values which are “comfort,” but the attributes after the link are different. Finally, understanding the value feeling behind the consumers' consensus maps of independent travel and group package tour, and apply it to tourism-related industry to develop marketing strategies for reference.