由於閒暇時間的增多使國人日益重視旅遊休閒活動。依據交通部觀光局2008－2012年調查報告中顯示，國人在國內的旅遊方式，採「自行規劃行程旅遊」的方式皆佔八成以上，出國旅遊則六成以上採個別旅遊方式為主；而自行規劃行程旅遊者在旅遊前需要旅遊資訊來協助他們做出決策。在眾多旅遊資訊中，何種資訊內容較符合旅客的需求，旅客又是依據哪些因素來選取旅遊資訊，參考旅遊資料時評估的要素之排序為何，這正是本研究想加以探討的重點。因此本研究的主要研究目的為：（1）分析旅遊資訊在旅客參考時的權重排序。（2）探討旅客搜尋旅遊資訊來源的主要媒介為何。（3）期能提供旅遊者做為運用旅遊資訊的參考依據，並進一步能供相關產業或單位明確了解旅客的需求。本研究以問卷發放為研究工具，以SPSS軟體進行因素分析並使用AHP（層級分析法）計算評估因素的相對重要性；結果得知：（1）參考旅遊資訊的主準則權重排序，依序為「可信度(0.343)」、「便利性(0.334)」、「實用性(0.219)」、「娛樂性(0.104)」；（2）次準則的整體排序中，前三項重要評估因素依序為「可靠性(0.088）」、「良好口碑(0.083）」、「容易取得(0.081）」；（3）電子媒體為多數人最常取得旅遊資訊的首要來源。建議後續研究者，可加入專家訪談，了解其他有關旅遊的層面，如政府單位、旅行社、旅遊達人等的看法，以期將其他評估要素納入，以建立更完善的模式。 The increase of leisure time urges people in Taiwan to pay more attention to tourism as an important free-time activity. According to the 2008-2012 surveys proceeded by Tourism Bureau of R.O.C., more than 80％ domestic tours are privately planned for people in Taiwan; meanwhile over 60％ for over-seas tours are executed by the way of DIY tour. Tourism information plays an indispensible role in decision-making for these tourists mentioned above.This research stresses upon 3 questions below:1. What types of tourism information are more suitable to the needs of tourists?2. What are the basic consulting factors for tourists when choosing information available? 3. What are the rank-orders for tourists when evaluating tourism information? Thus this research tries to achieve 3 purposes：1. Offering the analyses of rank-orders of consulting tourism information for tourists.2. Discuss what types of media are mainly applied for tourists when searching tourism information resources.3. Offering tourists the consultative bases in appliance of touirism information; meanwhile offering tourist industry further comprehenssion in the need of tourists. Questionnaire survey is applied as a research tool in this research, and the data are factor-analyzed through SPSS software and evaluated by analytic hierachy process（AHP）. The result shows that electronic mrdia are the major tourism information resources for most tourists. The weighting rank-orders in main criteria of consulting tourism information are “credibility”（0.342）, “convenience” （0.333）, “usability”（0.219）, “entertainment”（0.104）. The weighting rank-orders in minor criteria are “reliability”（0.088）, “public praise”（0.083）, “obtainability”（0.081）. In order to expand the further comprehension of the other dimensions of tourism, such as the viewpoints of official authorities, tourist agencies, and experienced stagers, it is suggested that interviews with tourism experts are served in the future studies.
