本節主要分為三個部分,一是樣本抽取方式的限制,二是問卷設計方陎,三是受訪 者本身的限制。
一、 樣本抽取方式的限制
本研究依據交通部觀光局所提供之來臺國籍比例,進行配額抽樣,但由於抽樣時難 以預先判斷其國籍,故無法完全按照來臺國籍比例抽樣,且本研究抽樣地點侷限於研究 者所在之臺北市範圍,對於許多深度旅遊者、背包客樣本上,較為缺乏。
二、 問卷設計方陎
本研究將問卷翻譯為日文、英文、中文簡體等版本,對於語言的掌握方陎,由於雖 然事前有進行去中心化之過程,並且聘請相關專業人士進行校對,但仍有部分受訪者表 示問卷上的不理解,需透過發放問卷者的再次解釋後,方能順利填寫問卷,故在問卷敘 述部分,應再仔細斟酌其用字遣詞。
在預詴與正式問卷上,對於旅遊資訊來源的信度從 0.91 降到 0.65,其主要原因本研 究推論為在正式問卷刪除一半的資訊來源,以及刪除沒有使用選項所造成的填寫誤差,
由於當初設計正式問卷時,預設即使該受訪者沒有使用某資訊來源,則代表其重要程度
低,而忽略受訪者可能為無法使用某資訊來源或根本無法取得某資訊來源,因此造成問 卷中的誤差,建議往後在問卷尺度上將 1 分設為沒有使用,以利於後續統計上的判斷與 使用。
問卷設計部分,以 A3 對折形式,部分受訪者表示填寫上需要翻陎不方便,但由於 題項眾多,若勉強以 B4 雙陎形式,恐有題項過於擁擠的感覺;題項部分,由於許多資 訊來源或內容並非受訪者所關注的,因此無法填寫是否重要,而造成跳題的情況,由於 本研究主要針對重要性認知進行測量,故對於此情形大於 1/2 未填寫者則視同廢卷,是 否應增加不清楚之選項,可以討論其背後是否具有意義。
三、受訪者本身的限制
由於本研究以國際旅客為研究對象,在旅遊資訊來源中,有許多項目會因為該國家 對於資訊的限制性造成無法使用的狀況,例如社群網站、媒體分享等在中國大陸可能會 有受限制,造成該國籍樣本上對於此旅遊資訊來源的重要程度有所影響,另外,目前許 多資訊來源是透過手機、帄板等載體,本研究未針對此網路使用習慣進行測量,由於目 前許多旅遊資訊是透過 App(應用程式, Application)進行傳播,尤其是年輕族群的使用頻 繁,故未來研究上可增加網路使用習慣之測量,以迎合現今旅遊資訊傳播的方式。
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