消費者對旅行社選擇偏好之研究

A Study on the Consumer's Preference of Choosing Travel Agency

曹勝雄(Sheng-Hshiung Tsaur) ； 張德儀(Te-Yi Chang)

《觀光研究學報》 1卷3期 (1995/09) Pp. 53-75

https://doi.org/10.6267/JTLS.1995.1(3)4

摘要

本文旨在探討旅遊消費者選擇旅行社之考慮因素，首先回顧過去之相關研究，再透過問卷調查獲取消費者選擇旅行社時所重視之因素及其滿意程度。之後利用多變量分析方法來萃取消費者選擇因素之構面，並找出消費者之偏好類型。歸納重視因素之構面為：促銷推廣因素、專業服務因素、費用低廉因素、區位合宜因素、財務結構因素、硬體設備因素、信譽口碑因素、名聲設備因素、付款方式因素、資金運用因素共十項“旅遊消費者類型可歸納為名聲口碑型、品牌忠誠型、中庸型、價格低廉型、地點便利型以及品質要求型等六種類型。

關鍵字

消費者選擇行為 ； 因子分析 ； 群落分析 ； 判別分析

並列摘要

The purpose of this study was to explore the major factors of the consumer's behavior of choosing travel agency. First review of related study, is through the investigation of questionnaires to obtain those highly regarded factors and satisfaction level in regard to the consumer's behavior of choosing travel agency. After multivariate analysis, it is being utilized to extract factors of consumers which are ranked as the following ten factors such as marketing promotion, professional services, inexpensive service, suitable location, financial structure, hardware facility, reputation, image and public relation, the way of payment, and utilization of capital. And the major types of consumers can be classified into six types: the type of reputation, the type loyal after brand name, the type of suitability, the type of inexpensive price, the type of location and the type of quality.

並列關鍵字

Consumer choice behavior ； Factor analysis ； Cluster analysis ； Discriminant analysis