墾丁地區遊客消費行為之研究

A Study on the Traveler’s Consumer Behavior in Ken-Ting

曾森榮(Tseng Sen Jung)

指導教授 ： 鄭健雄

亞洲大學/管理學院/經營管理學系碩士班/碩士(2004年)

摘要

在現今的社會科學研究領域裡，生活型態（Life style）之概念經常出現於研究者的研究架構；因此，本研究以墾丁地區的旅遊市場為例，透過家庭生命週期的角度，來瞭解不同渡假族群及遊客的渡假生活型態與其旅遊消費行為的關係。研究對象為造訪墾丁地區的遊客，以遊客的家庭生命週期作為區隔變項，並以人口統計變項、旅遊行為對各區隔進行描述。本研究採用調查問卷作為蒐集資料的工具，並於2005年2月份，針對到墾丁遊玩的遊客為樣本進行便利抽樣調查，總計訪問310位遊客，獲得255份有效問卷；並對回收之樣本做基本特性之描述性統計分析，以瞭解遊客樣本之人口統計變項及旅遊消費行為的特性，透過遊客家庭生命週期之區隔，探討各個渡假生活型態因素構面與旅遊消費行為是否相關；研究結果發現如下：:
一、不同家庭生命週期區隔中，於平日住宿費用、平日住宿類型和渡假遊伴項目有顯著性差異；於國內旅遊次數及渡假資訊管道項目無顯著差異；對於渡假生活型態因素構面，在家庭旅遊者之因素構面上，呈現顯著差異。
二、不同渡假生活型態遊客之間，於平日住宿類型和國內旅遊次數及渡假資訊管道項目無顯著差異；在平日住宿費用及渡假遊伴上，部份呈現正相關，在平日住宿類型上並無顯著差異；家庭旅遊者與旅遊消費行為在國內旅遊次數、渡假遊伴及渡假資訊管道上呈現正相關。
三、渡假生活型態為享受生活者，其旅遊消費行為在平日住宿費用呈現正相關。

關鍵字

家庭生命週期 ； 渡假生活型態 ； 旅遊消費行為

並列摘要

Concepts and reserches of lifestyle have been widely discussed in the social scientific literature. Quite a few reserches on constructing useful vacation lifestylescales have been conducted by Eurppean and American researchers.This research is mainly through the angle of family's life cycle, the relation of the living type attitude and its travel consumer behavior that what has been come to understand different ethnicity and visitor for holidays spends holidays. Study of the tourist market of the area in of Kun Ding as an example, in order to call on the visitors of the area of Ken-Ting, it regard visitors' family life cycle as separate category parameters , separate and describe every category with demographic parameters and travel behavior. This research descriptive questionnaire as the data collecting tool, are tested by a sample of the Kenting’s Travelers during Feburary in 2005 and then modified.According to this preliminary study, and results as follows:
（一) With different family life cycle category, on lodging expense and accommodation on ordinary days and companion's project, there are noticeable on holiday on ordinary days; There is no noticeable difference in the number of times for the in-country travel and source of information for holidays.Different family life cycle among families shows a noticeable different in the family holiday style factor.
（二) The attitude between the category comsumer holiday styleshow no noticeable different in the type, frequency of in-country travel and source of information. However, there is a positive correlation with the ordinary day lodging accommodation expenses and travel companion.Difference in the living style attitude on a family holidays, positive correlation appears between the travel consumer behavior on travelling in-country, the number of times, travel companion and source of information for holidays.
（三) Difference holiday style for persons who enjoy better living style, a positive correlation appears with the common traveling consumer in the lodging expenses area on ordinary days.

並列關鍵字

family life cycle ； vacation lifestyle ； travel consumer behavior

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