摘要 本研究從新奇追求動機探討遊客對旅遊產品的態度會被什麼因素所影響。許多學者提到，遊客對於新奇追求的差異，會影響他們選擇不同觀光活動及旅遊目的地的決策，因此旅遊行程有否提供遊客新奇的體驗（亦即新奇屬性）或是基於旅遊產品本身的新奇性，應能吸引不同新奇追求程度的遊客前往旅遊。然而以往關於新奇屬性的研究多針對實體產品，鮮少從服務性產品的面向做探討，文獻中對旅遊產品新奇性的描述亦甚少著墨，因此本研究藉由操弄新奇屬性和產品新奇性，從旅遊產品的角度觀察對於不同新奇追求程度的遊客之態度會產生什麼影響。 研究結果發現，旅遊行程加入新奇屬性或是產品新奇性較高的旅遊產品並不一定能讓遊客對有較好的印象。當面對無新奇屬性的旅遊行程或低新奇性產品（團體旅遊）時，低新奇追求的遊客相較於高新奇追求的遊客有更好的態度，但其同時對有新奇屬性的旅遊行程及高新奇性產品（自由行）也抱持同樣的好感；而面對有新奇屬性的旅遊行程或高新奇產品（自由行）時，高新奇追求的遊客則相對較有提升好感的趨勢。值得注意的是，當旅遊產品為高新奇性（自由行）並同時搭配具有新奇屬性的旅遊行程後，反而會使消費者發生資訊過載的情形進而提高學習成本，導致消費者對產品的評價混淆甚至產生負面態度。 因此，如果廠商想要在市場上推出新產品，以適度的新奇性做為產品設計的主軸是較為理想的選擇，例如自由行對於高、低新奇追求程度的消費者都具有一定的吸引力，或是團體旅遊搭配具有新奇屬性的旅遊行程亦是保險的組合方式。要注意的是，過多的新奇資訊同時也會增加消費者的學習成本，一旦造成消費者的資訊超載，反而會造成負面的效果。 / This research focuses on what factors based on novelty seeking will be influencing tourists’ attitude toward the tourism product. Many scholars have already mentioned that different degree of novelty seeking among tourists may influence their choices of different sightseeing activities and trip destination. Therefore, whether the travel programs provide novel experiences to the tourists(namely novel attributes) or any novelty of the product itself should be able to attract tourists with different degree of novelty seeking. However, researches on novel attributes in the past mostly put emphasis on substantial products and seldom discussed on service products. In addition, there is a lack of literature regarding product novelty as well. For these reasons, the purpose of this research is to observe the factors which influence attitudes of tourists with different degree of novelty seeking by means of manipulating novel attributes and product novelty. The result of this research shows that travel journey with novel attributes or just a tourism product with high degree of novelty don’t necessarily make better impressions on tourists. When facing travel journey with no novel attributes or just a product with low degree of novelty (package tour), tourists with low degree of novelty seeking show more favor towards the product than those with high degree of novelty seeking, but they as well have positive attitude when there is travel journey with novel attributes or just a product with high degree of novelty (semi-independent travel). On the other hand, the tourists with high degree of novelty seeking comparatively tend to show preference for the travel journey with novel attributes or just a product with high degree of novelty (semi-independent travel). Here what calls our attention is that, when the tourism product is with high degree of novelty (semi-independent travel) and is combined with the travel journey with novel attributes at the same time, it may cause information overload for consumers thus raise their learning cost instead. This even causes consumers to produce negative or confused attitude when evaluating the product. Hence, for the (tourism product) suppliers who want to release new products to the market, I suggest that product design should be emphasize on adding appropriate novelty. For example, semi-independent travel attracts consumers with both high and low degree of novelty seeking; tour package with novel attributes is also safe for tourists. What we should be aware of is that too much novel information increases consumer’s learning cost, and once it causes consumer’s information to overload, it may cause negative effect instead.