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:1407 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.
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