旅遊消費行為研究－以花蓮縣五星級觀光旅館為例

林廣易(Kuang-Yi Lin) ； 談心怡(Hsin-Yi Tan) ； 林茂榮(Mao-Jung Lin)

《商業現代化學刊》 6卷3期 (2012/06) Pp. 211-242

https://doi.org/10.6132/JCM.2012.6.3.12

摘要

本研究擬從旅館服務內容為主體，進行旅客消費行為研究。在旅遊消費行為研究上係以EKB消費行為模式為參考依據，探討花蓮縣內觀光飯店旅客之旅遊動機、消費特性、服務品質、整體滿意度，及其相關影響因素間之關係。此外，並以旅遊動機為區隔基礎，將市場區隔為3群，再以人口統計變數等加以描述。而遊客選擇到觀光旅館之旅遊動機及服務品質經由因素分析各可得五項因素，且對於人口統計變數上均有顯著差異。最後，針對相關消費族群做定位、行銷及定價策略上提供建議，以作為業者未來經營方向及策略之參考。

關鍵字

國際級五星級觀光旅館 ； 消費者行為 ； 服務品質

並列摘要

In Taiwan, since year 2000 the government has implemented the two days off weekend, our citizens spend more time to traveling。Domestic leisure and tour market has expended dramatically, which to the leisure industry, it can be say a great opportunity. Moreover, hotel industry is the core of tourism industry, which international tourism hotel has become the main stream of Taiwan's tourism hotel market. In the past, the topics about hotel researching were mostly focused on its management achievements, service quality and guest satisfaction. However, the analysis on the relationship between business hotels service and guest consuming behavior was seldom involved. This research will start from the direction of international hotel to study the guests consuming behavior. Hope the results can provide hotel-operators some useful reference.We use the EKB Model to study consumer behavior on Hualien inbound tourist. By this model, We can understand the travel motivation, consumer behavior, service quality, consumer satisfaction and the other factors on inbound tourist, and we can understand the relation between them. In addition, we segment Hualien international hotel tourist by travel motitive into three segments with population statistic variables to describe. The last part of this research attempts to offer suggestions on marketing, product design, as well as promotional strategies at these different types of consumers for hotel-operators.