生活型態與體驗對旅客選擇溫泉旅館之影響探討－以礁溪地區溫泉旅館為例

A STUDY OF LIFESTYLE AND EXPERIENCE INFLUENCES ON TOURISTS’SELECTION FOR HOT SPRING HOTEL IN CHIAOSI AREA

賴淑娟(Shu-Chuan Lai)

指導教授 ： 沈永正

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

無資料

關鍵字

生活型態 ； 體驗 ； 市場區隔

並列摘要

A STUDY OF LIFESTYLE AND EXPERIENCE INFLUENCES
ON TOURISTS’ SELECTION FOR HOT SPRING HOTELS
IN CHIAOSI AREA

Student : Shu-Chuan Lai Advisor : Yung-Cheng Shen
Graduate School of Management, Yuan-Ze University
Abstract
This study was to find out the tourist behavior influence factors while selecting hot spring hotels in the Chiaosi Area. The tourist data was surveyed by questionnaires. For describing the differences existed between variables, the data was analyzed by Statistics, Factors and Cluster Analysis so that the significance of differences could be identified. The results came out as follows after the MANOVA and Chi-square Tests :
1. They were extracted two factors (Physical Brand Benefit & Emotional Service Benefit) from the attributes of hot spring hotel, also two factors (Total Experience Response & Sensual Stimulated Response) from the experience results after lodging, and four factors (Living Quality、Reference Group、Simplified Convenience & Fashion Achievement) from lifestyles. Then , four clusters (Practical Oriented Cluster、Convenience Oriented Cluster、Aggressive Living Cluster & Fashion Pursuing Cluster) were classified by cluster analysis from the lifestyle factors.
2. The differences were significant between lifestyle clusters on the attribute factor of Emotional Service Benefit and the habitat variable, but negative on the attribute factor of Physical Brand Benefit.
3. The differences were significant between tourists from different habitat on the lifestyle factors of Reference Groups、Simplified Convenience & Fashion Achievement, but negative on variables of the hot spring hotel attributes 、travel type and living qualify, a lifestyle factor.
4. Comparing with the different hotels about the experience results, there were significant differences between the group of international tourist hotel and the group of regular hotels and homestays, but not between the group of tourist hotel and the group of regular hotels and homestays.
At last, some suggestions were provided according to the results of this thesis for the hot spring hotel operators’ management and marketing uses. Such as, segment the market with lifestyle, than prepare the variety attributes properly for matching the benefit that the target tourists are pursuing. Furthermore, most of the hot spring hotel information came from the tourists’ relatives and friends. So, the operators of hot spring hotels should know the importance of the positive experiential response of their customers after accommodation. The operators can reach the marketing purpose by way of their customer oral communication and recommendation. So, operators can know the tourists demands from the characters of tourist behaviors, and then upon the tourists demands, the operator should organize every details of ExPro with the structure of strategic experiential modules (SEMs) for providing customers a better experiential environment.

並列關鍵字

Lifestyle ； Experience ； marketing