| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 98 === This research explore into the radio audience impacts of personality、media attraction on tourism consumption intend and understand recent condition and relationship. This research is to focus on radio audience of the Taiwan as the main research object, carrying on questionnaire investigation ,collect 385 effective sample, the result of study is as follows:
1. On the whole, the radio audience are mostly to the outgoing personality, the media attraction have a fixed habit of listening to the radio and high level of media use, in tourism consumption will higher for radio identification
2. The impacts of personality of the radio audience there is not difference of showing because '' sex '', '' academic credentials '' , '' marital status ''is not different.
3. The media attraction of the radio audience there is not difference of showing because '' age '', '' sex '' , '' academic credentials '' is not different.
4. The tourism consumption of the radio audience there is not difference of showing because '' age '', '' sex '' , '' marital status '' is not different.
5. The impacts of personality are not influence to tourism consumption, namely the radio audience have their travel needs, not because of the influence of personality traits. media attraction for tourism consumption will have a significant positive effect, that mean is stronger the attraction when the media, radio audience will for the higher tourist spending.
According to this research, some suggestions to the media marketing future studies are offered, and hope this research can understand impacts of personality and media attraction of tourism consumption of the radio audience even more through the result of, expect to allow broadcast media marketing tourism products and to convey the message on to know more.
[The keyword] : impacts of personality, media attraction, tourism consumption, radio audience.
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