民宿遊客市場區隔分析之研究

Market Segmentation Analysis of B & B Tourist

徐韻淑(Yun-Shu Hsu) ； 黃韶顏(Shau-Yen Huang)

《餐旅暨家政學刊》 1卷1期 (2004/09) Pp. 67-86

https://doi.org/10.6572/JHHE.1(1).4

摘要

本研究針對民宿遊客進行市場區隔，採問卷調查之便利取樣抽取樣本535份。利用「動機」做爲區隔變數，以因素分析法發現選擇民宿的動機因素爲：休閒娛樂取向、肯定自我取向、重視人情味取向、追求流行取向。也經由集群分析法對民宿市場進行市場區隔分析，分別爲：平易近人型、享受生活型、隨意自我型。研究結果如下：1.三個消費族群在「交通便利」、「整體景觀品質」、「價格」、「服務品質」等重視因素上均有顯著差異；對於上述因素皆感到重要，但較不重視特產品價格。2.三個消費族群之民宿投宿情形，在「建築型態」、「最適房間數量」、「是否願意再度光臨」、「是否願意向親朋好友推薦」與投宿的民宿地點有顯著差異；在建築型態期望爲小木屋；房間數量以6-10間最適當；旅客重遊與推薦意願皆相當高。3.三個消費族群之個人基本資料在「家庭類型」與「教育程度」上有顯著差異；家庭類型以小家庭爲主，遊客學歷爲大學／大專。根據研究結果提供建議給民宿業者，作爲其在選擇目標市場及進行行銷策略時之參考依據，進一步提昇遊客之滿意度。

關鍵字

民宿 ； 消費者 ； 市場區隔 ； 動機

並列摘要

This study focuses on understanding the market variations toward tourists who prefer the ＜||＞bed & breakfast＜||＞ style accommodations. Questionnaires are utilized to collect data from a random sample of 550 travelers in the Taiwan area. A total of 535 valid samples were obtained, interests of the travelers were the main factors to identify the market variations. Through factor analysis, four interest categories are identified: ＜||＞Activities & Leisure＜||＞, ＜||＞Self-Fulfillment＜||＞, ＜||＞Local Hospitality＜||＞, and ＜||＞Popularity of the Destinations＜||＞. Using cluster analysis, the acquired samples are divided into three study groups based on the personalities of the surveyed tourists: ＜||＞Easy Going Group＜||＞, ＜||＞Luxury Seeking Group＜||＞, and ＜||＞Free Spirit Group＜||＞. The results of this research are as follows: 1. The research shows that there are significant differences among the three study groups on their views toward the following four subjects regarding the destinations: ＜||＞Transportation Convenience＜||＞, ＜||＞Sightseeing & Scenery＜||＞, ＜||＞Price＜||＞, and ＜||＞Service Quality＜||＞. The prices of the local souvenirs are not any of the groups' major concern. 2. The three different study groups also have significantly different opinions toward the accommodations regarding the following topics: ＜||＞Architecture＜||＞, ＜||＞Ideal Number of Rooms in the Lodging＜||＞, ＜||＞Willing to Re-Visit＜||＞, and ＜||＞Willing to Recommend the Place to Other People＜||＞. All three groups prefer cabins. Lodgings with a total number of six to ten rooms are preferable. Most of them are willing to re-visit the place and also willing to recommend the place to other people. 3. Great differences are found among the three groups regarding their background in the following two categories: ＜||＞Family Type＜||＞ and ＜||＞Education Level＜||＞. Most of them come from nuclear families and are college graduates. Based on the results of the study, suggestions are proposed regarding marketing strategies and market targeting for the ＜||＞bed & breakfast＜||＞ style lodgings.

並列關鍵字

Bed and breakfast ； consumer ； market segmentation ； motivation

參考文獻

日本財團法人都市農山漁村交流活化性機構(2002)。農村漁家民宿開業指引。日本財團法人都市農山漁村會。

林威呈(1991)。台灣地區休閒農場假日遊客之旅遊行爲之研究(碩士論文)。國立中山大學企業管理系。

姜惠娟(1996)。休閒農業民宿旅客特性與需求之研究(碩士論文)。國立中興大學園藝學系。

徐光輝(1997)。臺灣休閒農業之消費者行爲分析(碩士論文)。台灣大學農業經濟研究所。

陳垣敦(2002)。台灣地區休閒旅館遊客消費行爲之研究(碩士論文)。世新大學觀光學系碩士班。