國人渡假生活型態量表建構之初探－以墾丁國家公園遊客爲例

A Preliminary Study on the Construction of Taiwanese Vacation Lifestyle Scale-A Case of the Kenting National Park's Travelers

鄭健雄(Jen-Son Cheng) ； 劉孟奇(Mon-Chi Lio)

《戶外遊憩研究》 14卷3期 (2001/09) Pp. 57-80

https://doi.org/10.6130/JORS.2001.14(3)4

摘要

自從Lazer於1963年率先開啓將生活型態的概念運用在行銷研究以後，生活型態的研究即逐漸受到行銷學、教育學、以及社會學的青睞，至今已成爲重要的市場區隔工具。在休閒領域方面，不少歐美學者已發展出具實用價值的渡假生活型態量表，並證實渡假生活型態能有效解釋休閒消費行爲。反觀國內這方面的研究仍付之闕如，有鑑於此，本研究嘗試發展一套適用台灣本土化國人的渡假生活型態量表，並根據墾丁國家公園的遊客樣本初步建立一套由55個題項所構成的「國人渡假生活型態量表」。研究發現，根據因素分析的結果，可將量表精簡成以22個題項所構成的7個構面，而迴歸分析顯現這些構面具有不錯的預測效度及建構效度。本量表初步證實已可做爲區隔旅遊市場的工具，將某一特定旅遊目的地的遊客加以分類與區隔，有效解釋並預測渡假行爲，顯示此一研究測量結果較過去以遊客之人口及社經變項具有較佳的建構效度及預測效度。作者建議此一研究結果，可做爲後續建構一個穩固的國人渡假生活型態量表的基礎。

關鍵字

生活型態 ； 渡假生活型態 ； 墾丁國家公園 ； 市場區隔

並列摘要

Studies on the field of lifestyle have been quite popular in marketing since William Lazer introduced the concept of lifestyle and its relationship with marketing strategy in 1963. This approach was useful for constructing indicators for the fields of marketing, education, and sociology. Quite a few researches on constructing useful vacation lifestyle scales have been conducted by European and American researchers. However, there are few studies on vacation lifestyles in Taiwan. This research attempts to develop a Taiwanese vacation lifestyle scale. The ex ante scale comprising 55 items are tested by a sample of Kenting national park's travelers and then modified. According to this preliminary study, a 22-statement, 7-factor dimension of vacation lifestyle structure was built. Regression analysis shows that most of these dimensions hold good predictive and constructive validities. The uses of vacation lifestyle as segmentation criteria are shown that vacation lifestyle could explain more observed behavioral variation than demographic or socioeconomic variables. The authors suggest that this research can be the basis for follow-up studies on developing robust Taiwanese vacation lifestyle scales.

並列關鍵字

Lifestyle ； Vacation Life Style ； Kenting National Park ； Market Segmentation

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