消費者對旅行社低碳遊程購買意願之研究

A study on consumer purchase intentions of low-carbon tour package for travel agency

謝佩珊(Pei-Shan Hsieh)

指導教授 ： 蕭登元

國立高雄餐旅大學/觀光學院/運輸與休閒服務規劃碩士學位學程/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00038

摘要

面對全球的氣候異常、災難頻傳，使得人們開始注重環保與節能減碳的議題，就觀光旅遊業的發展，消費者應需改變其旅遊消費習慣，選擇具環保並可降低環境承載量的觀光旅遊行程，而旅行社在此扮演者重要的角色，須將環保低碳的概念傳達出去。因此，本研究以「低碳遊程內容」為基礎，研究其購買意願，在依「條件評估法」採用封閉式出價法，探討消費者對於旅行社在未來推出低碳遊程產品之購買意願及願付價格。
本研究總共回收有效問卷393份，研究結果顯示，有高達85%的消費者願意購買此類型產品，而有39.2%的消費者願意多付10%的金額來進行購買；也有30.5%的消費者願意多付5%的金額，將可作為相關觀光旅遊業者在未來推出此類型產品的營銷定價之參考。此外，在集群分析後透過迴歸分析顯示，「低碳實踐者」在低碳遊程方面最具有對願付價格之概念；「淺低碳者」在購買意願方面最具有對願付價格之概念。另外「低碳實踐者」對願付價格有最高的解釋量19%；其次為「淺低碳者」有12%；最後為「低碳關心者」僅有5%。整體的低碳遊程內容對購買意願有52.4%的解釋量，其中以用餐安排、交通設施及住宿安排最具有影響力，同時也具有顯著差異，這也提供相關觀光旅遊業者在未來開發低碳遊程產品時，最須注意的事項，以滿足消費者的需求。因此，旅行社低碳遊程「購買意願」之群族為：51歲以上、月收入超過新台幣5萬元及不是學生的消費者，將是相關觀光旅遊業者，發展低碳產品行銷的策略市場。

關鍵字

旅行社 ； 低碳遊程 ； 購買意願 ； 願付價格

並列摘要

To face of global climate anomalies, disaster success, so people began to pay attention to environmental protection and energy saving and carbon reduction issues. On tourism development, consumers should be required to change their travel spending habits, choose environmentally friendly and reduce the environmental carrying capacity of tour itineraries and travel agencies plays an important role, required environmental carbon concept conveyed. Therefore, this study use "Low-Carbon tour package content" for basis, researching their purchase intention, in accordance with the " contingent valuation method " using a closed-ended bidding to this study. The main purpose of this research was to study the consumer purchase intentions for low-carbon tour package of travel agencies in the future.
This study totally retrieved 393 valid questionnaires. In addition, descriptive analysis, item analysis, t-test, ANOVA analysis, Pearson’s analysis, Cluster Analysis and simultaneous regression had been applied in this study. The results revealed that, first, 85% of consumers are willing to buy this type of product, while 39.2% of consumers are willing to pay 10% of the amount to be purchased; also 30.5% of consumers with willingness to pay for expanse of 5% of the regular price for a low-carbon tour package. It will be tourism industry development low-carbon itinerary’s pricing reference of product marketing. Second, use cluster analysis and regression analysis showed that "low-carbon practiceist" to low-carbon tour package have the most understanding on willing to pay. "low-carbon lightist" to purchase intentions have the most understanding on willing to pay. And further, "low-carbon practiceist" on willing to pay with the highest variance explained 19%; followed by" low-carbon lightist "12%; finally as " low-carbon concernist" is only 5%.Third, whole low-carbon content of 52.4% on the purchase intention of variance explained, in which dining arrangements, transportation facilities and accommodation arrangements for the most influential, but also has significant differences, which also provide tourism industry in the development of low-carbon future run products, the most should pay attention to in order to meet consumer demand. Therefore, purchase intentions of travel agency’s low-carbon tour package group as: above 51 years old, the monthly income more than NT $ 50,000 and not a student of the consumers, that will be tourism industry operators developing low-carbon product marketing strategy market.

並列關鍵字

travel agency ； low-carbon tour package ； purchase intentions ； willing to pay

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