Comparison of Overseas Travel Behavior Between Generations X and Y in Taiwan

比較台灣不同世代出國旅遊之行為

蔡智欣(Chih-Hsin Tsai) ； 柯定君(Ting-Chun Ke) ； 董珍秀(Chen-Hsiu Tung) ； 柯君妮(Chun-Ni Ke) ； 林佳慧(Chia-Hui Lin) ； 陳詩萱(Shih-Syuan Chen) ； 郭寧芳(Ning-Fang Guo)

《弘光學報》 84期 (2019/09) Pp. 81-110

https://doi.org/10.6615/HAR.201909_(84).0006

摘要

The overseas travel market in Taiwan is a dynamic sector of the economy. As time advances and life patterns change, travel trend is now quite different from before. Due to differences in characteristics and needs of different age cohorts, the travel market should be segmented in order to meet the demands of its consumers from different generations. The study therefore adopted the survey method, using convenience and snowball sampling, to compare overseas travel behavior of respectively 308 and 259 members of generations X and Y. The results indicate that generational diversities and similarities both exist in the three travel stages. However, the two generations were most different in their degrees of dependence and tech savvy. Suggestions were provided for further analysis of market segmentation as well as for travel marketers to develop more effective strategies and products.

關鍵字

overseas travel ； travel behavior ； market segmentation ； generation X ； generation Y ； age cohorts

並列摘要

台灣旅遊市場結構改變，分眾旅遊時代已然來臨。不同族群傾向選擇不同的行程，其中以年齡所區隔出的世代，因其成長經歷與身心素質的差異，對於旅遊的需求亦不盡相同。有鑑於此，加之近年來國人出國旅遊的比率增加，本研究透過問卷調查，結合便利抽樣及滾雪球抽樣法，取得308位X世代和259位Y世代成員作為對象，了解其出國旅遊行為之世代異同。研究發現在旅遊前、中、後三階段均呈現行為上的世代異同；然兩世代主要的差異，在於獨立程度及運用科技的熟稔度。依此，本研究提出差異化銷售策略，提供旅行業者因應世代需求與多元網路消費模式設計旅遊產品。

並列關鍵字

出國旅遊 ； 旅遊行為 ； 分眾市場 ； X世代 ； Y世代 ； 年齡世代

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