Choice Behavior in the Era of Experience Economy: Hedonic Consumption in the Hospitality Industry

Yi-Yu Huang ； Jing-Shoung Hou ； Pei-Ling Wu

《創藝學報 JAD》 7期 (2019/05) Pp. 143-160

摘要

This study intends to investigate the predictive power of sociodemographic characteristics, recreational characteristics, aesthetic lifestyles, and preference for hedonic attributes of bed and breakfast (B&B) on the choice behavior of B&B with different market positioning under the transformation of experience economy. This study used a structured questionnaire to investigate B&B guests at the Sun-Moon-Lake National Scenic Area, and 789 valid samples were obtained. The evidence confirmed that: (1) B&Bs can be divided into 5 major market-positioning products; (2) age, income, and gender in sociodemographic characteristics, type of companion in recreational characteristics, the dimension of ＂austerity＂ in aesthetic lifestyles, as well as the dimensions of ＂space ambience and scenery,＂ ＂dining atmosphere,＂ ＂experiential activities,＂ and ＂cuisine＂ in preference for hedonic attributes of B&B, can help predict the choice behavior of B&B market-positioning products. To gain the competitive advantage, managers of various kinds of B&B market-positioning products should operate their B&Bs differently. This is the first bed and breakfast research that utilized the aesthetic lifestyle and preference for hedonic attributes of B&B to predict the choice behavior of B&B.

關鍵字

Hedonic consumption ； Choice behavior ； Experience economy ； Hospitality industry ； Taiwan