住宿市場之消費行為研究

本研究以二元logit模型驗證遊客選擇住宿產品的行為，以墾丁地區之遊客為實證對象，本研究先驗證遊客不同的認知對住宿產品選擇的影響；隨後，利用人口特性不同探討對遊客認知產生的影響。研究結果顯示，住宿產品周邊景點、外觀特色、服務人員、設備功能、餐飲服務及迎賓大廳，會影響遊客選擇住宿產品的行為。受訪者之人口特性對於遊客認知產生的影響如下，（1）高中職教育程度者認為高級民宿的建築外觀比國際觀光旅館有特色；（2）個人所得位於40,001-60,000 元者認為國際觀光旅館的建築外觀比高級民宿有特色；（3）學生、家管及軍公教人員認為國際觀光旅館的設備功能較高級民宿完善；（4）軍公教人員認為國際觀光旅館提供的餐飲服務較高級民宿精緻多元。

關鍵字

二元logit ；國際觀光旅館；民宿

並列摘要

This study used a binary logit model to test the choices of accommodation products as an example for tourists in the Kenting National Park. A preliminary investigation analyzed the tourists' perception on their choices over accommodation products. Then, we tested effects of demographic characteristics on tourists' perceptions. The empirical results showed that attractions of tourist destination, appearance characteristics, servicers, equipments and functions, food and beverage services, and lobbies would affect tourists' choices for accommodation. As for the effects of demographic characteristics on their perceptions, it was found that: (1)the high school level preferred the architectural appearance of high-class B&B rather than international tourist hotels; (2) the level of NT$40,001-60,000 income suggested that the architectural appearance of international tourist hotels was more unique than that of high-class B&B; (3) the students, housewives, and military/government workers showed that the facilities and functions of international tourist hotels are more complete than those of high-class B&Bs; (4) the military/government workers revealed that the food and beverage services provided by international tourist hotels are more delicate and diversified than those provided by high-class B&Bs.