中小型休閒旅館經營管理與策略之研究

Research of the Medium and Small-Scale Management and Administration and Strategy of Leisure&Recreation Hotel

張盛華(Sheng-Hua Chang) ； 陳詳衡(Hsiang-Heng Chen)

《休閒運動期刊》 7期 (2008/06) Pp. 73-85

https://doi.org/10.29909/IWCMAT.200806.0007

摘要

在現今消費者日漸重視休閒旅遊的情形下，提升了觀光住宿的需求。本研究探討消費者對中小型休閒旅館之認知。研究方法運用百分比、信度、效度、音速、描述性統計、交叉分析、卡方檢定、變異數、複迴歸分析等方法，主要了解受訪者需求。研究結果發現消費者主要由網路獲得資訊及偏好東部旅遊，並與年齡及收入變數大多呈現顯著差異，且隨著年齡的成長，越重視交通便利，隨著收入增加越重視價格。

關鍵字

行銷管理 ； 策略管理 ； 統計分析 ； 推廣

並列摘要

Consumers pay attention to it under the situation that goes on leisure& recreation tour day by day now, Taiwan's tourism begin to expand gradually too, have improved consumers tourism demand that get accommodation too. Probe into consumer's cognition of medium and small-scale every condition of leisure& recreation hotel in this research. The research method includes percentage, reliability analysis, factor Analysis, descriptive statistics analysis, cross the analysis, X2 test analysis, ANOVA, are understanding interviewee's demand mainly. The result of study of finds that the persons who are obtained information of the hotel of consumers by the network want to try the east and travel, pay attention to the terms of the price of the hotel, and accept the journey of suits at most. And age and income variable to acquire the hotel information and want most to try to travel the district, value added service to accept the degree to present the obvious difference, and along with the growth of the age, value the transportation convenience, price one after another and more. Increase along with the income to value more in the price.

並列關鍵字

Expansion ； Marketing Management ； Strategy Management ； Statistical Analysis