- 學位論文
以方法目的鏈探討國外自助旅行者住宿之價值
An Exploratory on Value of Foreign Accommodation for Independent Travelers through a Means-End Chain Approach
摘要
近10年來，由於整體教育水平提升、網路媒體普及、廉價航空、青年旅舍等硬體設施的齊步發展，讓出國自助旅行不會再是一件困難的事情。人們的旅遊方式也越來越多元化，背包客與自助旅行成為人們越來越多所選擇的旅遊方式，因此很多線上旅遊服務商(Online Travel Agent, OTA)，也迅速地崛起(例如攜程、易遊網、Booking.com、Agoda等)，可以吸引更多的消費者來使用線上訂房網站。這些國外自助旅行者採用有別於委託他人規劃的方式，自主性的來決定所有旅遊過程，包含住宿地點選擇，這些國外自助旅行者所選擇的自助旅行想法核心非常值得探究。 本研究將對於這些自助旅行者的住宿價值進行探討，針對於有二次以上的自助旅行經驗者來進行深度訪談，年齡層分布於20~50歲，總共訪談40人，依據方法目的鏈來進行研究探討，從訂房網站口碑與點閱率、性別、年齡、教育程度、職業、收入、旅遊所需天數、規劃時間、氣候、價格、目的地與景點距離、當地交通工具選擇等，以進行資料的蒐集。依據訪談完成後，統計與分析並利用涵意矩陣將連結的關係呈現出來，建立價值階層圖。 研究結果顯示，國外自助旅行者最重視之四項價值為安全感、美好回憶、滿足感、愉悅感，以及前三項結果利益依序為交通便利、安全等級、可靠程度，而最重視的三項關鍵屬性為旅遊資訊、熱門景點、訂房方式。
並列摘要
In the past ten years, travelling abroad is no longer a challenge owing to elevated education levels, the popularization of internet media and the emergence of hard products, such as budget airlines and hostels. The way people travel has also diversified, and backpacking and independent travel have become the popular methods of travel. Consequently, many online travel agents(OTA), such as Eztravel, ctrip.com, Agoda, Booking.com, have developed rapidly to compete for consumer bookings. In contrast to organized tours by third party, these independent travelers arrange their entire overseas travel itinerary, including location of accommodation, in self-determining manner. Therefore, the core thought process behind the decisions made by these independent travelers is worth exploring. The aim of the research is to study the accommodation choice made by these independent travelers. A total of 40 people from demographic group aged 20-50 that have made at least two prior independent travels were interviewed. Information including reputation and page views of OTA, gender, age, education, occupation, income, days of travel, planning time, weather, price, distance to attractions and local transportation options was collected (Appendix: interview outline). Upon completion of all interviews, data were tabulated and statistical analysis was performed to establish linkage relationship, which was then used to construct a hierarchical value map. The results from the study show that the four most valuable factors for independent travelers going abroad are sense of security, pleasant memory, sense of satisfaction, and sense of pleasure, including safety level, reliability, travel information, popular attractions and accommodation reservation method.