大坑地區溫泉旅館遊客旅遊消費行為之研究

A Study on Consumer Behavior of Hot Spring Hotel Tourists in Dakun

陳國榮(Kao-Jung Chen)

指導教授 ： 許志賢

亞洲大學/管理學院/國際企業學系碩士班/碩士(2008年)

摘要

本研究旨在調查台中市大坑地區溫泉旅館遊客旅遊消費的現況，研究的結果可提供大坑地區溫泉旅館業者，其研擬行銷策略方面，提供相關建議時之參考。本研究以大坑地區計510 名到溫泉旅館進行消費的遊客為研究對象，採用便利抽樣方式進行問卷調查，使用自編「2008 國民旅遊生活型態調查問卷」為研究工具，內容包含：個人基本資料、旅遊消費行為現況問卷及渡假生活型態量表，調查期間共發出問卷510 份，有效問卷441 份，有效問卷比例為86.5％。為達本研究目的及驗證假設之需，本研究將回收之有效樣本以描述統計、項目分析、因素分析、單因子變異數分析、卡方考驗等統計方法進行資料分析，結果發現：
一、 遊客選擇溫泉旅館渡假目的以「為了泡湯」為主，過去一年中至溫泉旅館渡假次數以「1-2 次」最多，渡假停留「停留2-3 天」居多，平均花費「1500元至3000 元以內」，多由「家人」相伴，「要有合理的房價」是主要選擇的考量，資訊來源主要為「親友同事介紹得知」，最常搭乘之交通工具是「自行開車」。
二、 不同背景變項的遊客在旅遊消費行為現況方面，在溫泉旅館渡假次數上，性別、婚姻及家庭、年齡、個人平均所得有達到顯著差異；渡假停留時間上，婚姻及家庭、職業、教育程度、個人平均所得有顯著差異；選擇主要目的只婚姻及家庭有顯著差異；消費金額在婚姻及家庭、職業、教育程度、個人平均所得、居住地有顯著差異；搭乘交通工具在婚姻及家庭、年齡、職業有顯著差異。
三、 不同背景變項的遊客在渡假生活型態方面，不同職業及居住地區的遊客在「社交聯誼者」中有顯著差異；遊客性別在「享受生活者」構面有顯著差異；婚姻及家庭方面對「家庭旅遊者」有顯著差異；不同年齡遊客在「家庭旅遊者」、「週末旅遊者」、「社交聯誼者」有顯著差異；平均收入方面對「家庭旅遊者」、「社交聯誼者」有顯著差異。

關鍵字

大坑地區溫泉旅館遊客 ； 旅遊消費行為 ； 渡假生活型態

並列摘要

This study is to explore the current status of consumer travel behavior of hot spring hotel in Dakun, Taichung. The findings of the study might be useful for hot spring proprietor to promote marketing strategies. A total of 510 hot spring hotel tourists with consumption were approached with a self-designed instrument “Questionnaire of people vacation lifestyle”.The questionnaire consisted of three parts : including personal information, tourists’consumer behavior situation, and vacation life style scale 441. Out of 510 questionnaires were valid with the effective rate of 86.5% . Based upon the purpose and the hypotheses testing of this study, all data were analyzed by using descriptive statistics, item analysis, factor analysis, One-way ANOVA and Chi-square.
The major findings areas follow:
1. Tourists choose to stay in hot spring hotels is mainly for the hot spring. Most tourists went to Hot Spring Hotels for 1-2 times in the past year, “stayed for 2-3 days” with the average spending of“TWD1,500-3,000”, and accompanied by family members. “Reasonable room price” is critical for them in choosing hotels. Travel information they received are mainly from journals and newspapers the references given by relatives and coworkers . The most common transportation for tourists is by car.
2. Significant differences were found between vacation frequency in hot spring hotel and background variables of gender, marriage status, family type, age, and average personal income. Significant differences were found between vacation staying time and background variables of marriage status, family type, occupation, level of education, and average personal income. Significant differences were found between spending amount and background variables of family type,occupation,level of education,average personal income,and place of residence. Significant differences were found between transportation and background variables of marriage status, age,and occupation.
3. In the vacation lifestyle aspect,occupation and place of residence differ significantly for social lovers.Gender differs significantly for people who enjoy life.Marriage status and family type differ significantly for family travelers.Age differs significantly for family travelers,weekwend travelers,and people who enjoy life.Average personal income differs significantly for family travelers and social lovers.

並列關鍵字

hot spring hotel , Dakun ； consumer behavior ； vacation lifestyle

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