國內旅遊市場近年來快速成長,市場競爭日益提升,如何區隔市場,有效掌握客源,成爲業者經營持續發展的重要關鍵。世代已逐漸成爲近年市場區隔的重要因素,本文以世代分析方法探討台灣家庭國內旅遊支出影響因素。實證結果發現,不同世代的家庭,家庭所得、教育程度和居住地理區位是家庭國內旅遊重要的影響變數。家庭生命週期與家中人口結構對於各世代家庭會有不同的影響效果。至於職業,在嬰兒潮世代與X世代家庭中是一重要顯著的影響變數,尤以戶長職業是管理階層與專業人員,更是國內旅遊支出影響重要的變項。不同世代家庭,影響國內旅遊支出因素不同,顯示以世代做爲國內旅遊市場區隔工具是可行的。
As the growth of domestic travel, market segmentation has become a key factor of the sustainable management for travel agency in Taiwan. Therefore, this study tries to find out the affected factors for the domestic travel through cohort analysis. The empirical results show that cohort, household income, education of housed head and region of residence have significant effects on domestic travel expenditure. The effects of life cycle and household members are different for each of cohort. For the baby boom and X generations, occupation of house head plays a significantly important role, especially for those managerial and specialized staffs. For each cohort, the affected factors on domestic travel expenditure is different, thus, cohort as the market segmentation is feasible.