民宿旅客之消費行爲探討一以花蓮地區爲例

Exploring Consumer Behavior of Home Stay in Hualien County

王美慧(Mei-Huey Wang) ； 陳瑞龍(Jui-Lung Chen) ； 葉陳錦(Chen-Jin Ye)

《戶外遊憩研究》 19卷4期 (2006/12) Pp. 1-30

https://doi.org/10.6130/JORS.2006.19(4)1

摘要

本研究主要目的在瞭解消費者從事民宿活動時的消費行爲（考慮因素、資訊來源、參與成員、住宿費用等），並分析他們對目前民宿在環境、設備•安全•服務…等各方面的滿意程度，並進一步區隔不同特性之民宿消費者，探討不同特性的消費者對民宿的喜好與需求，以提供民宿經營者在經營時的方向，並給予日後民宿市場發展之參考依據。本研究發現三個集群在旅遊動機、服務品質、消費行爲上皆達到顯著差異。三個集群在人口統計變數上，部分變項達到顯著差異；三個集群在旅遊動機與滿意度上，部分變項達到顯著差異。在消費行爲上，大多數的消費者最常與「親朋好友」、「家人」一同出遊。在獲得民宿的資訊上，「網路資訊」是消費者普遍所選擇的。在消費者對住宿後的滿意度上發現消費者對於「客房品質」最滿意。最後針對三個相異特性的消費族群做定位策略、產品策略、促銷策略及定價策略上的建議，並進一步對目前廣大的民宿市場做產品定位、價格制定、行銷通路與促銷方案之整體面建議。

關鍵字

民宿 ； 旅遊動機 ； 服務品質 ； 消費行爲

並列摘要

The main purposes of this research are to observe the characteristics of home stay consumers (including consideration factors, information source, participants and the expenditures, etc.) in Hualien area. By analyzing consumer response to the environment, facility, security, and services of a pension, this research categorized different consumption patterns by consumer styles, and investigated the preferences and needs of the consumers. The result of this research can serve as a guideline for pension managers, as well as a reference for future business development. The result shows that all the three factors have statistically significant differences among the three types. In terms of variables in demographic statistics and consumption characteristics, significant difference exists only partially among the three types. On the motivation and satisfaction scale, some variables show significant difference. Most of them travel with friends, relatives and family members. In terms of information resources, Internet is the most often referred. Consumers are most satisfied with the room quality. The last part of this research attempts to offer suggestions on marketing, product design, as well as promotional strategies for these four different types of consumers. It also examines and comments on the present situation, price, marketing, and promotional strategies.

並列關鍵字

Home stay ； travel motive ； service quality ； consumer behavior

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