澎湖民宿消費者住宿決策因素之研究

The Determinants on Consumer Choices of B&Bs in Penghu

薛景慈(Ching-Tsu Hsueh) ； 康桓甄(Huan-Chen Kang) ； 何若絜(Jo-Chieh Ho)

《運動休閒餐旅研究》 3卷3期 (2008/09) Pp. 168-185

https://doi.org/10.29429/JSLHR.200809_3(3).10

摘要

民宿目前成爲消費者重要之住宿選擇之一，然其快速的成長造成業者間高度的競爭狀況，爲了解消費者對於民宿選擇上所考量之主要因素，本研究以Kolter(1999)之消費行爲模式爲基礎建立研究架構，且透過問卷調查取得住宿遊客特性資料，並以卡方檢定探討遊客社會經濟背景與旅遊型態與經驗及其與購買決策因素之間的關聯性。由實證結果得知，社會經濟背景變項對於旅遊型態與經驗大部分存在顯著之關聯性，而其與消費決策所考量因素更存在相當顯著之關聯性，此研究結果可做爲未來民宿業者在市場區隔、定位、行銷、及服務品質提升上之參考。

關鍵字

民宿 ； 消費者選擇 ； 消費者行爲 ； 旅遊型態 ； 住宿業

並列摘要

B&Bs are popular for the consumer in today's lodging industry. Due to the fast growth on numbers, high competition among the owners of B&Bs was induced in recent years. To identify the determinants on consumer choices of B&Bs, this research was undertaken. It was based on the consumer behavior model proposed by Kolter (1999) to formulate the study structure. The tourists' data were collected via the questionnaires. The relationships between tourists' basic socio-economic properties and travel patterns and experiences or the factors on tourists' choices of B&Bs were tested using the chi-square(X^2) statistics. From the testing results, we know that the relationships between basic socio-economic properties and the travel patterns and experiences are significant for most parts. The relationships between all the basic socio-economic properties and the factors on B&Bs choice are significant. The results can be referenced by the owners of B&Bs for their future market segmentation, positioning, marketing and service quality upgrading.

並列關鍵字

bed & breakfast ； consumer choices ； consumer behavior ； travel pattern ； lodging industry

參考文獻

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AIDA funnel model

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