| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 89 === The purpose of this article is to expand the concept of tourist information search through discussing tourist inner state. Actuality, not every tourist collects information in intend to travel. Tourism information not only plays the functional role, but satisfies other inner needs. This study proposed that multiple information needs constructs include functional, hedonic, innovation, aesthetic, and sign need. It is the goal of this study was to establish a reliable and valid scale to measure tourism information need system, and adapt the high order confirmatory factory model to capture the latent information need factors.
Data were collected via the questionnaire survey from a large sample of leisure travelers. Tourist was sampled by convenience sampling method, and 530 valid samples were selected. Hypotheses were tested using high order confirmatory factory mode and the tourism information need were conducted. The findings suggest as following：
1.Information needs is showing a hierarchical structure. Innovation needs was the most important needs type, and aesthetic, functional, sign, and hedonic needs were the second, third, fourth, and least important one.
2.Functional information needs were not the only and important one tourist pay attention to. Marketers should lay out of the information content, and satisfy individual’s different information needs.
3.It would be useful to examine the change in tourism information needs over different characteristics of the travel group, style of vacation, participation in recreational activities, length of stay, and monetary expenditures. The finding would develop an appropriate marketing mix for each segment.
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