網際網路消費者對旅行業設置網路行銷認知之研究

Internet Marketing of Travel Agency: The Perception of Internet Consumers

容繼業(Chi-Yeh Yung)

《觀光研究學報》 3卷2期 (1997/12) Pp. 63-75

https://doi.org/10.6267/JTLS.1997.3(2)5

摘要

本研究旨在探討消費者對於旅行業網際網路行銷的認知，藉由問卷調查與統計分析得知消費者對於旅行業設置網路行銷所重視和需求的項目為「保障個人資料的安全措施」，「提供代訂機位服務的資訊」及「提供新式旅遊訊息」；而最不為消費者所需求的項目則為「提供線上討論區」。經因素分析結果將消費者需求認知之構面歸納為網路功能、優惠資訊、服務資訊、安全訂購、消費訊息和簡介搜尋等六個因素，進而採取群落分析方法將網路消費者歸納為「消費傾向」、「組織功能」、「善用資源」與「探索訊息」等四種類型。此外，並藉由多變量變異數分析方法發現消費者的教育程度與職業種類分別在四個市場區隔中呈現顯著差異。

關鍵字

旅行業 ； 旅遊消費者 ； 網際網路 ； 網際網路行銷 ； 認知

並列摘要

The purpose of this study is to explore the perception tendency of Internet consumers on marketing travel products through Internet by travel agencies. Questionnaire investigation and multivariate statistic methods were applied in conducting and analyzing this research. The major findings suggest that the service items required and needed by the consumers from the travel agencies' internet marketing network were ”personal data secured” ”airline ticket reservation service offered” and ”what's new”. On the contrary, the least important item was ”On line forum” In addition, based on the factors analysis of sampling, the perception of consumers on what factors preferred were ”web-site function” ”special offer” ”service provided” ”secured purchase” ”what's new” and ”agency review”. Furthermore, through cluster analyzing, four categories of consumers having different searching orientation on Internet were developed. Namely, they are ”consuming oriented”、”organization-functional oriented” ”information benefiting oriented” and ”information exploring oriented”. Finally, testing by the multivariate statistic methods, it indicated that the levels of education and types of occupation of respondents had a significant difference in the above four marketing segments of consumers.

並列關鍵字

Travel Agency ； Internet ； Intent Consumer ； Internet Marketing ； Perception