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題名 | 臺灣六年級生出國旅遊者市場區隔及旅遊行為之研究=A Study on the Market Segmentation and Tourist Behavior of Generation X Outbound Travelers in Taiwan |
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作者 | 陳永坤; 謝翠芳; 劉昊倫; 賴俊宇; 蔡家傳; 黃智隆; Chen, Yung-kun; Hsieh, Tsui-fang; Liu, Hao-lun; Lai, Chun-yu; Tsai, Chia-chuan; Huang, Chin-lung; |
期刊 | 中州學報 |
出版日期 | 20061200 |
卷期 | 24 民95.12 |
頁次 | 頁93-112 |
分類號 | 992.2 |
語文 | chi |
關鍵詞 | 六年級生; 市場區隔; 旅遊行為; Generation X; Market segmentation; Tourist behavior; |
中文摘要 | 本文主要在探討台灣六年級生出國旅遊者在人口統計變數及旅遊行為的重視程度有何不同,以檢驗人格構念「感官追求」,是否為有效的市場區隔基礎,以提供旅遊業者對於此市場相關產品規劃與行銷策略之參考。研究結果顯示:台灣六年級生對旅遊行為最重視的構面是「活動偏好」,包括觀賞異國的自然風景和景觀生態、傳統技藝的示範、建築物及慶典活動等。其次,本文將出國旅遊者分為三個區隔集群,其中「不受拘束型」在旅遊行為重視程度方面,對「社會接觸」的重視程度是三個區隔市場中最高,而對「真實性追求」的重視程度顯著高於「不追求感官刺激型」,至於對「活動偏好」及「商業交易」的重視程度顯著都低於「不追求感官刺激型」,「戰慄和冒險追求型」在旅遊行為重視程度方面對「社會接觸」及「真實性追求」,的重視程度顯著高於「不追求感官刺激型」,對「活動偏好」顯著高於「不受拘束型」,但對「商業交易」的重視度顯著低於「不追求感官刺激型」,「不追求是感官刺激型」在旅遊行為重視程度方面對「商業交易」的重視程度顯著高於其他兩個區隔市場,對「活動偏好」顯著高於「不受拘束型」,而在對「社會接觸」及「真實性追求」的重視度顯著低於其他兩個區隔市場。 |
英文摘要 | This study aims at investigating the different important criterion between demographic variable and tourist behavior from the outbound travelers who were born in 1970's. This research also exams the trait of "sensation seeking" to find whether the market segmentation is effective. The conclusions could provide the travel agencies on products planning and marketing strategies. The research indicated that the "activities preference" is the most significantly criterion for the 1970’s born travelers, which including the natural scenery and view ecosystem of appreciating the foreign country, the demonstration of traditional technical skill, buildings and celebration ceremony activities. Secondly, this research divided outbound travelers into three categories which including disingibition, trill and adventure seeking and non-sensation seeking. The "social interactions" is the most significantly within three market segmentation. The "realistic seeking" is significantly higher emphases than "non-sensation seeking" but the "activities preferences" and "commercial transaction" is significantly lower emphases than "non-sensation seeking". The tourist behavior of "thrill and adventure seeking" is significantly higher emphases than "non-sensation seeking" within "social interactions" and "realistic seeking" categories. The tourist behavior of "thrill and adventure seeking" is significantly higher emphases than "disingibition" in the "activities preferences" category but lower emphases than "non-sensation seeking" in "commercial transaction" category. The "non-sensation seeking" is significantly highest than the two other market segmentation. The tourist behavior of "non-sensation seeking" is higher significantly than "disingibition" in "activities preferences" category but lower significantly than the two other market segmentation in "social interactions" and "realistic seeking". |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。