國內旅遊市場消費者特性分析

An Analysis on Consumers' Characteristics of Domestic Tourism

李皇照(Hwang-Jaw Lee) ； 陳郁方(Yu-Fang Chen)

《生物與休閒事業研究》 1卷1期 (2004/01) Pp. 51-64

https://doi.org/10.30133/BLIR.200401.0003

摘要

本研究旨在探討家計單位特性對從事國內旅遊活動之影響，實証結果期能提供開發國內旅遊市場，激勵特定家計單位組群參與國內旅遊活動之有用參考資訊。樣本資料取自行政院主計處民國八十八年台灣地區家庭收支調查資料，有效樣本數13,801戶，其中11,146個家計單位有從事國內旅遊活動，約佔總樣本數81%。二元質性迴歸模式Probit估測結果顯示，家計單位居住的地區別和都市化程度，戶長的教育程度，職業別，婚姻狀態，家庭人口數，就業人數和家庭可支配所得等家計單位特性，皆會影響家計單位是否從事國內旅遊活動。本研究實証結果意涵著觀光旅遊業者制訂國內觀光旅遊產業行銷策略時，可利用上述家計單位特性變數做為市場區隔和目標市場選擇的準則變數。

關鍵字

國內旅遊 ； 家計單位特性 ； Probit模式

並列摘要

This paper investigates the impacts of household characteristics on joining domestic travel activities. The observations are obtained from Survey of Family Income and Expenditure, conducted by Directorate-General of Budget, Accounting & Statistics, Executive Yuan. Total sample size of the study is 13,801 households. About 81% of sample households went on domestic travel activities in 1999. The estimated results of probit model reveal that the probabilities of household jointing domestic travel activities are obviously affected by residence's area and urbanization, education and occupation of household head, family size, number of employee of family, as well as family disposal income. The empirical results suggest household characteristics can be considered as valuable variables of market segmentation in formulating marketing strategy for domestic tourism market.

並列關鍵字

Domestic Tourism ； Household Characteristics ； Probit Model