本研究以利益區隔作為基礎,採用自編問卷以及立意取樣法針對台中國際觀光旅館之旅客進行市場區隔,探討旅客之利益區隔類型及其影響因子,共發放550 份問卷,有效問卷回收率為86%。 結果顯示台中國際觀光旅館可區分為:「旅遊休閒型」、「專業商務型」及「價格取決型」三個區隔族群;可萃取出七個利益因素:「旅遊休閒利益」、「服務與安全利益」、「品牌利益」、「環境利益」、「附加利益」、「便利利益」及「價格利益」。 研究結果顯示,三個族群之旅客至台中國際觀光旅館所追求利益變數有顯著差異,不同利益區隔集群在人口統計變數與消費行為變數上均有顯著差異。將針對不同的旅客之利益區隔特性,提出相關行銷策略建議,以提供業者在經營、管理、策略分析等方面的參考。
This study used Benefit Segmentation as the basis for segmenting the tourists of Taichung tourist hotels. It adopted questionnaire survey. It took the method of ‘purpose smapling’ to sample 550 people. The valid questionnaires were 86%. Seven benefit factors were extracted and tourists were categorized into three segmentations: travel-leisure type, professional-business type, and price-drive type. Differences of three segmentations were compared on all basic attributes and consumer behaviors. The result indicated that there were significant differences among different segmentations. According to benefit segmentation characters of tourists, suggestions were made for developing marketing strategies, which might be effective references for management, operation and strategic analysis for hotels in this area.