農村民宿市場及旅客特性之研究

A Study on B&B Accommodation Markets and Tourist's Characteristics in Agriculture Tourism Areas

鄧之卿(Chih-Ching Teng) ； 陳麗貞(Li-Chan Chen) ； 楊舒涵(Su-Hang Yang) ； 蕭淑華(Shu-Hwa Hsiao)

《農業推廣學報》 20期 (2003/12) Pp. 81-101

https://doi.org/10.29788/RAES.200312.0004

摘要

本研究以全省抽樣之合法民宿旅客為例，基於動機、消費者購買行為、及市場區隔等理論，運用因素分析、簇群分析、及單因子變異數分析等方法，來分析選擇民宿之動機屬性因子同意程度，並依據其結果進行市場區隔分析。其主要的研究結果為：影響民宿旅客選擇民宿之動機屬性因素依其重要程度可分為：(l)注重民宿效益吸引性(48.80%)、(2)注重民宿體驗互動性(9.8%)、(3)注重民宿產品服務性(8.0%)、(4)注重民宿經濟便利性(6.3%)、(5)注重民宿環境風格性(4.8%)、(6)注重民宿之就地性(3.9%)等六個動機屬性因素。
民宿旅客在依上述六個選擇民宿之動機屬性因素上可被分為：(1)經濟便利型(28.9%)、(2)效益追尋型(27.4%)、(3)環境體驗型(43.8%)等三種旅客類型。三種不同類型之民宿旅客相對於其社經背景特性（包括：性別、年齡、職業、教育程度、家庭型態、婚姻狀況、子女狀況、及家庭收入等）具有顯著的統計差異。

關鍵字

民宿 ； 動機 ； 市場區隔

並列摘要

This study investigated the visitor's motivations of choosing B&B as an accommodation overnight, based on the theories of motivation, the purchasing behavior of consumers, and market segmentation. Factor analysis, cluster analysis, and one-way ANOVA analysis were used to perform the statistical analysis of the study to understand the different characteristics and demands of B&B visitors. The major findings of the study are:
1. The six major motivation factors influencing the selection of B&B accommodations are: (1) benefit and attraction of B&B, (2) experience and interaction of B&B, (3) environment and style of B&B, (4) location of B&B.
2. According to the above six motivation factors, the sampled visitors can be classified into three major groups pursuing different types of motivations, such as (1) budget concern and convenience group, (2) benefit sought group, (3) environmental experience group.
3. Statistical significant differences on visitor's socio-economic characteristics are found among these three groups of B&B visitors.

並列關鍵字

B&B ； Motivation ； Market Segmentation