臺灣不同生活型態銀髮族選擇國外旅遊產品之研究

Outbound Package Tour Decisions among Senior Citizens with Different Lifestyles in Taiwan

王大明(John Ta-Ming Wang) ； 蔣宛修(Wan-Hsiu Chiang)

《觀光旅遊研究學刊》 6卷2期 (2011/12) Pp. 55-72

https://doi.org/10.29689/JTTR.201112.0004

摘要

隨著人口出生率趨緩以及平均壽命的延長，台灣已步入高齡人口社會，而銀髮族群強大的消費能力，也在旅遊市場中形成重要的區塊。本研究主要探討銀髮族在選擇國外旅遊產品的重視度和滿意度，並透過因素分析及集群分析，用生活型態變數進行市場區隔。以北部三縣市（台北市、台北縣和桃園縣）50歲以上之銀髮族為研究對象，於2006年8－9月間發放470份問卷，回收之有效問卷為444份。研究結果顯示，可將銀髮族劃分為四個區隔市場，分別為「務實群」、「家庭群」、「享樂群」、和「品味群」。而不同生活型態集群之銀髮族，在選擇國外旅遊產品之重視度及滿意度，均呈顯著差異；本研究亦分別針對四個區隔市場，提出行銷策略建議。

關鍵字

銀髮族 ； 生活型態 ； 國外旅遊產品 ； 重要－表現程度分析法

並列摘要

Due to lower birthrates and longer life spans, Taiwan has become one of the countries in the world with a burgeoning elderly population. The increasing numbers of seniors have become a large prospective market segment for the travel industry. The purpose of this study was to discuss the importance of and satisfaction with outbound package tour decisions among senior citizens. Lifestyle variables were employed to categorize these consumers after they were analyzed by a factor and cluster method. In total, 470 questionnaires were distributed in Taipei City, Taipei County, and Taoyuan County during August and September, 2006, all in northern Taiwan, and 444 of them were returned and determined to be valid. The results revealed the seniors could be placed into four categories: a pragmatic group, a familial group, a enjoyable group, and a appreciative group. There were significant differences in the importance of and satisfaction with outbound package tour decisions among senior citizens with different lifestyles. Finally, effective marketing strategies are suggested according to these four categories of seniors.

並列關鍵字

senior citizens ； lifestyle ； outbound package tour ； IPA Analysis