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研究生: 陳慧英
Ivonne - Suwarma
論文名稱: 不同風險認知的促進焦點與預防焦點消費者對印尼峇里島旅遊決策之探討
Travel Decisions of Promotion Focused vs. Prevention Focused Individuals under Different Level of Risk Perceptions toward Bali, Indonesia
指導教授: 葉明義
Ming-Yih Yeh
口試委員: 周子銓
Tzu-Chuan Chou
羅士哲
Shih-Che Lo
學位類別: 碩士
Master
系所名稱: 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年: 2011
畢業學年度: 99
語文別: 英文
論文頁數: 69
中文關鍵詞: 慢性監管重點 風險知覺 旅遊決策
外文關鍵詞: travel decisions risk perceptions regulatory foc
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  • 在決策過程中,人格是很重要的內部輸入。從個性來看可以分兩種人,一種人會專注在正面成果、成就並創造之,而另一種人只關注負面成果、安全及保護。前者被稱為促進焦點個人,而後者被稱為預防焦點的個人。因此,這種差異被稱為慢性監管重點。研究發現,慢性監管重點特性的這種差距影響個人的評價、判斷、決策、和追求的目標。

    人們已發現,知覺風險是影響遊客旅遊決策的過程中,一個關鍵的因素。遊客若決定到國外度假,會提高他們心中對多方風險的洞察力。在風險方面,未來某種結果會因觀察者監視重點方向的不同,被視為是正面的或是負面的風險。

    這項研究的目的是為了要更深入地了解,慢性監管重點在台灣人的個人看法中扮演的角色,會在未來對於到印尼的巴里島,產生不同的旅遊決策。每一種慢性監管重點會有不同層面的看法。在高度全面性知覺風險下,促進焦點個人去旅遊的可能性會比預防焦點的人來得高。預防焦點的人不論是在高度或低度的全面性知覺風險下,都較不願意選擇「自助旅遊」的風格。


    Personality is one internal input that plays important role in decision making process. In the context of personality, people can be classified between those who concern on positive outcomes, achievement and to create or those who concern on negative outcomes, security and to protect. The former group is known as promotion focused individuals, whereas the latter group is known as prevention focused individuals. Thus, this differentiation is called as chronic regulatory focused. Studies have found that chronic regulatory focused characteristic’s difference has influenced individual’s evaluation, judgment, decision making, and goal pursuit.

    Perception of risk has been found as one critical factor that influence tourist’ travel decisions in tourism decision making processes. Tourists’ decisions to have international destination vacations can raise perceptions inside their minds that involve many dimensions of risk. In term of risk, future specific outcome can be perceived as either a negative or positive risk, which depends on the regulatory focus orientation of the perceiver.

    The study is aim to gain deeper understanding on the role of chronic regulatory focused among Taiwanese’s individual perceptions that create different future travel decisions to Bali, Indonesia. Different dimension perceptions identified in each type of chronic regulatory focused. Promotion focused individuals had greater likelihood to travel compare to prevention focused individuals under high level overall perceived risks. Prevention focused individuals less prefers to choose “independent travel” style both under high and low level of overall perceived risks.

    Abstract ………………………………………………………..……………… i Acknowledgement ……………..……………………………………….……… ii Table of Content ……………………………………………………………….. iii List of Figures and Tables ………………………………………..………… iv Chapter 1 Introduction ……………………………………………………… 1 1.1. Background ………..………………………………………….……. 1 1.2. Motivation Statement ………..…………………………….………. 4 1.3. Study Objectives ………..…………………………………..………. 7 1.4. Study Questions ………..………………………………………..…. 8 1.5. Conceptual Framework ………..…………………………………. 8 1.6. Research Map ………………………………………..…………. 9 1.7. Boundaries …………………….……………………………………. 10 1.8. Research Process ……………...…………………………………. 10 Chapter 2 Literature Review ………..………………………………………. 12 2.1 Risk Perception ………..………………………………………….. 12 2.1.1. Risk perception on International Travel …………..……. 12 2.1.2. Dimension of Perceived Risks …………………….……. 14 2.2. Chronic Regulatory Focus Orientation ……………………………. 17 2.2.1. Regulatory Focus Perception of Risks …………….……. 19 2.3. Tourist’s Preferences ……………………………………...………. 20 2.4. Travel Purchase Decisions ………………………………..………. 21 2.4.1. Travel Likelihood ……………………………….………. 22 2.4.2. Travel Style ………………………………………..……. 23 Chapter 3 Methodology ………………………………………………………. 26 3.1. Research Questions ……………………………………………..…. 26 3.2. Research Design ………………………………………………..…. 26 3.3. Sampling ………………………………………………………….. 27 3.4. Instruments …………………………………………………..……. 28 3.6. Data Collection ……………………………………………………. 31 3.7. Data Analysis and Statistical Tests ……………………….………. 31 Chapter 4 Results ………….……………………………………………….…. 33 4.1. Chronic Regulatory Focused ……….………………………..……. 33 4.2. Demographic Profile of Respondents ………….……………….…. 33 4.3. Risk Perceptions …………………………………………………… 35 4.4. Travel Likelihood …………………………………………………. 39 4.5. Travel Style ………………………………………………..………. 40 4.6. Level of overall risk perceptions …………………………..………. 42 Chapter 5 Discussion ………………………………………………….………. 46 5.1. Summary and Conclusions …………………………….….………. 46 5.2. Limitations ……………………………………………..….………. 50 5.3. Recommendations ……………………….……………..….………. 50 References ……………………………………………..……………………… 51 Appendix ……………………………………………….………………..……. 57

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