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研究生: 鄭皓文
Hao-Wen Cheng
論文名稱: 民宿旅客新奇追求市場區隔之研究
Novelty-Seeking Segmentation of B&B Tourists
指導教授: 劉元安
Liu, Yuan-An
學位類別: 碩士
Master
系所名稱: 餐旅管理與教育研究所
論文出版年: 2012
畢業學年度: 100
語文別: 中文
論文頁數: 180
中文關鍵詞: 民宿特色偏好旅遊行為特質休閒偏好
英文關鍵詞: bed and breakfast features, travel behavioral characteristics, leisure preference
論文種類: 學術論文
相關次數: 點閱:1419下載:26
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  • 本研究應用新奇追求作為區隔變數,針對國內民宿旅客進行市場區隔,並進一步探討各區隔市場的消費者屬性以及對民宿特色的偏好情形。為擴大研究範圍及樣本數,避免研究樣本受到區域性的限制,本研究採用網路問卷方式發放,以過去一年內曾經居住過國內民宿、或是未來兩年內有意願居住國內民宿的民眾為研究對象,共計發放944問卷,其中有效問卷為906份,有效回收率為96%。經過因素分析後,新奇追求量表萃取出四個因素構面:顫慄追求、改變生活慣例、厭倦逃避、以及驚奇體驗;而民宿特色量表則萃取出五個因素構面,分別為:獨特風格、體驗活動、特色服務、民宿主人、和自然人文。市場區隔的部分,則是透過集群分析將民宿旅客區分為四個集群,並依序命名為:(一)厭倦逃避者;(二)逃避並追求驚奇者;(三)改變生活慣例者;(四)顫慄追求者。不僅如此,研究結果還發現,不同集群的旅客對五項特色偏好構面的偏好程度,的確是有顯著差異存在的,而各集群所偏好的民宿特色構面,則分別為:厭倦逃避者最偏好獨特風格;逃避並追求驚奇者最偏好特色服務;改變生活慣例者最偏好自然人文;顫慄追求者則是最偏好民宿主人和體驗活動。最後,本研究依據各集群人口統計特性及旅遊屬性的不同進行討論,並提出相對應的具體行銷建議。

    The present study aimed to segment the bed and breakfast (B&B) market in Taiwan mainly based on travelers’ novelty seeking types (Lee and Crompton, 1992). Applying both techniques of electronic survey and written questionnaire, a total of 906 valid responses were obtained (96%). A series examination of scale validation was done to ensure the measurements of novelty seeking and B&B characteristics had reasonable reliability and validity. The cluster analysis identified four distinct segments of the B&B market-- boredom alleviators, surprise seekers, routine escapees, and thrill seekers. The boredom alleviators preferred the B&B accommodations styling with distinguishing features. The surprise seekers tended to choose B&Bs providing packaged services. B&Bs possessing natural resources and cultural traits would attract routine escapees, while thrill seekers would desire the interaction with the B&B host and experiential activities. Finally, more implications were discussed, and the marketing strategies were outline for the industry accordingly.

    中文摘要 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ i 英文摘要 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ ii 內容目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ iii 表目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ v 圖目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ vii 第一章 緒論‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 1 第一節 研究背景及動機‧‧‧‧‧‧‧‧‧‧‧‧‧ 1 第二節 研究目的‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 5 第三節 研究範圍與對象‧‧‧‧‧‧‧‧‧‧‧‧‧ 5 第四節 研究流程‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 6 第二章 文獻回顧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 8 第一節 新奇追求‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 8 第二節 市場區隔‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 23 第三節 民宿與民宿旅客‧‧‧‧‧‧‧‧‧‧‧‧‧ 32 第四節 民宿旅客的消費決策與偏好‧‧‧‧‧‧‧‧ 53 第三章 研究設計‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 63 第一節 研究架構‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 63 第二節 操作性定義‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 64 第三節 問卷設計‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 65 第四節 抽樣設計‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 71 第五節 資料分析方法‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 73 第四章 研究結果與分析‧‧‧‧‧‧‧‧‧‧‧‧‧ 76 第一節 受訪者樣本特性分析‧‧‧‧‧‧‧‧‧‧‧ 76 第二節 民宿特色量表分析‧‧‧‧‧‧‧‧‧‧‧‧ 83 第三節 新奇追求量表分析‧‧‧‧‧‧‧‧‧‧‧‧ 93 第四節 民宿旅客新奇追求集群分析‧‧‧‧‧‧‧‧ 103 第五節 民宿旅客之市場區隔描述‧‧‧‧‧‧‧‧‧ 107 第五章 結論與建議‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 133 第一節 結論‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 133 第二節 建議‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 141 第三節 研究限制‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 157 參考文獻 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 158 附錄一 研究問卷‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 176

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    二、中文網站
    交通部觀光局行政資訊系統(2011)。2011年10月16日,http://admin.taiwan.net.tw/indexc.asp
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