國人旅遊風氣漸增，旅遊產品屬於高涉入風險產品。然而，消費者的異質性，造成旅遊風險偏好不同。旅遊風險的認知經常是模糊的、語意不清的，在制定旅遊產品購買決策時，亦為模糊而複雜的評估程序。口碑的搜尋已成為購買旅遊產品的必經步驟，但因口碑接收者與口碑散佈者對旅遊風險的偏好不同，在口碑對偶上形成了不同的重要性結果。本研究旨在探討旅遊風險之口碑對偶，經過文獻整理與專家訪談，建立了適合評估旅遊風險之口碑對偶架構模式，並運用模糊語意偏好關係法，來解決傳統模糊多準則決策效率低的問題，用以評估口碑接收者最關心的旅遊風險權重與排序，以及口碑散佈者最可能傳播的旅遊風險權重與排序。
本研究選擇2011年澎湖花火節團體套裝旅遊產品為實證對象，在口碑接收者方面，認為最重要的是財務性風險與功能性風險相關的口碑搜尋，最不注重的是社會性風險。然在口碑散佈者方面，最可能散佈的卻是心理性風險相關口碑，其次才是社會性風險與功能性風險，而最不可能去散佈的，是便利性風險相關口碑。
最後，本研究並建構出旅遊風險之口碑對偶分析矩陣，將口碑效用分為高度口碑效用(財務功能認知區)、中度口碑效用(社會心理認知區)、中低口碑效用(便利認知區)、低度口碑效用(實體認知區)四區，並提供業者與政府相關的口碑行銷策略。

Travel products involve a high level of risk. The perception of travel risk is often vague and the evaluation process for making travel product purchase decisions is also vague and extremely complex. Searching by word of mouth or reputation has become a necessity when purchasing travel products; however, the heterogeneity of consumers results in differed risk preferences between the word-of-mouth (WOM) receivers and senders. Considering different outcomes or reactions of WOM dyad is important. This study explores the WOM dyad of travel risk by reviewing existing literature and performing expert interviews to establish a suitable criteria and sub-criteria framework for evaluating the WOM dyad of travel risk. This can be used to improve the calculation design for a fuzzy linguistic preference relation method to address the low efficiency problem that occurs during traditional fuzzy multi-criteria decision making. Additionally, this can also be used to evaluate the travel risk WOM receivers consider to be the most important and the various travel risk preferences WOM senders are most likely to spread.
This study chose the 2011 Penghu Fireworks Festival group package travel product as the empirical subject. Regarding the WOM receiver, financial risks and functional risks are considered the most important, whereas social risks are considered the least important. Nevertheless, regarding the WOM sender, psychological risk is the aspect most likely to be spread through word of mouth, followed by social and functional risks. The least likely risk to be disseminated was facilitating risk.
Finally, this study constructed a matrix to analyze WOM dyad of travel risks. This matrix categorizes the efficiency of word of mouth into four categories: high WOM effect (financial function perception), moderate WOM effect (social psychology perception), the mid to low WOM effect (facilitating perception), and low WOM effect (physical perception). Furthermore, the results of this study can provide related word-of-mouth marketing strategies to businesses and the government.

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