本研究以人格特質來研究個人在旅遊目的地使用手機的情況，並藉由旅遊地區符號性和美學性資訊之搜尋和其產生的旅遊價值，探討其在旅遊目的地獲得滿意度的關係。本研究以國內旅遊為研究範圍，針對三年內有到過花蓮觀光旅遊經驗的民眾進行問卷調查。本研究採用滾雪球式便利取樣方式，有效樣本數為226份，並使用偏最小平方法 (partial least squares method) 檢驗各變數之因果關係。研究結果主要為親和性較高之人格特質，對美學資訊需求有顯著影響關係，亦對深度體驗之手機應用有顯著影響，並產生較高滿意度之結果。人格特質中的嚴謹性（勤勉審慎）對符號性資訊需求有顯著影響。

In this study, Big Five personality traits were used to study tourists’ use of mobile phones at the destination, and its relationship with the search for destination information at the destination and driven by aesthetic and sign motives as well as satisfaction with tourist destinations. Using the convenient sampling method, 226 samples from Taiwanese residents who have visited Hualian were obtained. Partial least squares method was used to investigate the relationships between the constructs. The results show that individuals who are high in agreeableness have higher demand for information driven by aesthetic-value, and those who are high in conscientiousness have higer need for information driven by sign-value. Smarphone use to deepen the tourist’s experience contributes to tourist satisfaction.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖次 vii
表次 viii
第一章 緒論 1
第二章 文獻探討 3
第一節 旅遊動機與資訊價值 3
第二節 人格特質 4
第三節 旅遊滿意度的內涵 5
第四節 研究架構 6
第三章 研究方法與數據分析 8
第一節 研究範圍、對象與施測方式 8
第二節 樣本結構 9
第三節 旅遊目的地的智慧型手機使用情況探索性因素分析 11
第四節 描述性統計 13
第五節 信度與效度分析 14
第六節 路徑分析 16
第四章 討論與建議 20
第一節 討論 20
第二節 管理意涵 23
第三節 研究範圍與限制 24
參考文獻 25

中文文獻
江錦華 (2001)，人格特質與組織文化之適配性對工作績效之影響-以高科技F公司為例，國立中央大學人力資源管理所碩士論文。
維基百科 劍橋分析公司 https://zh.wikipedia.org/wiki/ 劍橋分析公司 Cambridge Analytica LLC. OpenCorporates. Chrinon Ltd. [20 March 2018].
洪英瑋（2015）。未來的旅行－智慧觀光，中華民國交通部觀光局。
徐夢姿（2012）。以體驗行銷觀點探討臺鐵郵輪式列車旅遊體驗、滿意度與忠誠意圖關聯性之實證研究。東海大學餐旅管理學系未出版之碩士論文，台中市。
許秀貞 ，鍾志強 （2011） 臺灣體育運動管理學報； 11卷3期(2011 / 09 / 01) ， P233 - 253.
李佳珮、鍾志強（ 2010）。消費情境、品牌形象對行為意圖關係之研究 —以台中市中友百貨為例。休閒運動期刊，9期， 61-71頁。

英文文獻
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27 (3), 785-804.
Costa, P. T., Jr., & McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
Digman, J. M. (1990). Personality structure: Emergence of the five-factor model. Annual Review of Psychology, 41, 417-440.
Frenzen, J. K., & Davis, H. L. (1990). Purchasing behavior in embedded markets. Journal of Consumer Research, 17 (1), 1-12.
Giese, J. L. & Cote, J. A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, 4, 1-27.
Goldberg, L. R. (1990). An alternative “description of personality”: The Big-Five factor structure. Journal of Personality and Social Psychology, 59 (6), 1216-1229.
Goldberg, L. R. (1990). Standard Markers of the Big-Five Factor Structure. Unpublished report, Oregon Research Institute.
Goldberg, L. R. (1992). The development of markers for the Big-Five factor structure. Psychological Assessment, 4 (1), 26-42.
John, O. P., Donahue, E. M., & Kentle, R. L. (1991). The Big Five Inventory - Versions 4a and 54. Berkeley, CA: University of California, Berkeley, Institute of Personality and Social Research.
John, O. P., & Srivastava, S. (1999). The Big Five trait taxonomy: History, measurement, and theoretical perspectives. In LA Pervin & OP John (Eds.), Handbook of personality: Theory and research (2nd ed., pp. 102-138). New York: Guilford.
LaTour, S. & Peat, N. (1979). Conceptual and methodological issues in satisfaction research. Advances in Consumer Research, 6, 431-37.
Lee, K., Lee, H. R., & Ham, S. (2014). The effects of presence induced by smartphone application use on tourism: application to cultural heritage attractions. In: Xiang, Z., Tussyadiah, I. (Eds.), Information and Communication Technologies in Tourism 2014. Springer, Switzerland, pp. 52-72.
McCrae, R. R., & John, O. P. (1992). An introduction to the five-factor model and its applications. Journal of Personality, 60 (2), 175-215.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19 (3), 39-52.
Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14 (4), 495-507.
Pearce, P. L. (1988). The Ulysses Factor: Evaluating Visitors in Tourist Settings. New York: Springer-Verlag.
Pearce, P. L. (1991). Analyzing tourist attractions. Journal of Tourism Studies, 2 (1), 46-52.
Pearce, P. L., & Caltabiano, M. L. (1983). Inferring travel motivation from travelers’ experiences. Journal of Travel Research, 22, 16-20.
Pearce, P. L. (1993). Fundamentals of Tourist Motivation. In Tourism Research: Critiques and challenges, D. Pearce, R. Butler, eds., 113-134. London: Routledge.
Vogt, C. A., & Fesenmaier, D. R. (1998). Expanding the functional tourism information search model: incorporating aesthetic, hedonic, innovation, and sign dimensions. Annals of Tourism Research, 25 (3), 551-578.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26 (1), 45-56.