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題 名 | 臺灣民宿旅客消費決策過程之研究=A Study of Taiwan B&B Traveler's Consumption Decision-Making Process |
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作 者 | 許鈴金; | 書刊名 | 遠東學報 |
卷 期 | 27:4 2010.12[民99.12] |
頁 次 | 頁349-362 |
分類號 | 992.61、992.61 |
關鍵詞 | 民宿; 消費決策過程; EKB模式; B&B; Consumption decision-making process; EKB model; |
語 文 | 中文(Chinese) |
中文摘要 | 過去相關研究中,台灣民宿研究僅聚焦在民宿旅遊動機、民宿選擇的差異性、民宿選擇的影響因素及旅遊資訊收尋等相關研究。雖有少部份的學者探討民宿住宿評估與選擇的相關議題,但是探討民宿消費決策過程的研究仍然相當缺乏。因此,本研究主要目的是探討消費者選擇民宿時有哪些評估因素(地理位置、交通條件、民宿服務品質、民宿安全設備等),並進一步探討社經背景變數、旅遊動機與民宿消費決策過程關係之差異性。研究中以EKB (Engel, Kollat and Blackwell)決策模式為作為研究架構,共探討7個消費者社經背景變數、16個遊客旅遊動機及18個消費者評估民宿消費決策所重視的因子。回收資料以敘述性分析、因素分析與單因子變異數分析來進行資料檢驗。研究結果發現社經背景變數之年齡層、職業與學歷對旅遊動機關係有顯著差異性。而消費者特性之旅遊天數和交通工具對及民宿消費決策選擇有顯著差異。旅遊動機因素對民宿消費決策選擇皆具顯著差異性。 |
英文摘要 | Prior researches only focused on the Taiwan B & B accommodation tourist motivation, accommodation choice differences, B & B choice of factors and travel information. Although a few scholars have studied in the evaluation and selection of B & B accommodation related issues, but of the research of B & B consumer decision-making process is still quite scant. Therefore, the purpose of this study is to discuss the evaluation factors of B & B consumers choose (e.g., location, traffic condition, B & B service quality, safety equipment, etc.) and further explore the difference of social background variables, travel motivation and B&B consumption decision-making processes. In this study, we use EKB (Engel, Kollat and Blackwell) decision-making model as a research framework to discuss seven consumer socio-economic background variables, 16 travel motivations and 18 attending factors of B & B consumer decision-making. For examining those relationships, we use descriptive analysis, factor analysis, and ANOVA test to analyze all collected data. The results show that socio-economic background variables of age, occupation and education on the relationship between travel motivations were significant difference. The relationship of the days of trip and transportation of consumer characteristics and tourism accommodation choices are significant differences in decision-making process. The effects of tourism motivation on B & B consumer decision-making choices are significant. |
本系統中英文摘要資訊取自各篇刊載內容。