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題 名 | 溫泉休閒產業之遊客涉入程度對消費者決策行為影響之探討--以屏東四重溪溫泉為例=The Influence of Hot-Spring-Industry Visitors' Level of Involvement on Customers' Decision-Making Behavior--An Example of Shih-chung Stream Hot Springs in Pingtung |
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作 者 | 巫昌陽; 周雨潔; 賴淑堯; 羅月君; | 書刊名 | 運動與遊憩研究 |
卷 期 | 2:2 2007.12[民96.12] |
頁 次 | 頁41-54 |
分類號 | 992.014 |
關鍵詞 | 溫泉; 涉入程度; 消費者決策; Hot spring; Level of involvement; Customers' decision making; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討溫泉休閒產業之遊客涉入程度對消費者決策行爲的影響,以了解四重溪之溫泉遊客的涉入程度及消費決策行爲。針對實際至四重溪溫泉區參與泡溫泉的遊客進行問卷調查,透過消費者行爲理論的涉入程度結合四重溪環境特性進行四重溪消費者決策行爲影響,總計發放250份問卷,回收有效問卷份217 份,回收率達87%。本研究所有統計資料均由SPSS for Widows 10.0 進行有效樣本資料處理,經由描述性統計、t檢定、卡方檢定及單因子變異數分析等統計方法,且本研究所有差異性考驗之顯著水準均定爲.05。研究結果顯示:(一)不同涉入程度對人口統計變項關係:在年齡、每月收入的差異達顯著水準。(二)不同涉入程度對消費行爲變項關係之分析:在「最常使用交通工具」的差異達顯著水準,在「泡湯的時間長度」、「停留時間」、「最常與何人同行」則沒有達顯著水準。(三)不同涉入程度之溫泉遊客對需求選擇重視度方面:前五項依序爲「環境利益」、「服務利益」、「價格」、「功能利益」、「便利」。(四)不同涉入程度之消費者與資訊來源之差異:對於遊客前往四重溪溫泉區旅遊前所取得的資訊來源依序爲「媒體廣告」、「直接洽詢」、「主動搜尋」。建議未來產業發展時可朝策略聯盟,建立旅遊套裝行程;舉辦活動吸引年輕族群;透過媒體廣告管道來傳達訊息。 |
英文摘要 | The purpose of this study was to explore the influence of hot-spring-industry visitors' level of involvement customers' decision-making. The researchers took the method of survey. Participants were 217 hot spring visitors in Shih-chung stream. Descriptive statistics, Independent Simple T-test, Chi-square test and One Way ANOVA in SPSS 10.0 were employed to examine the collected data. There were four main results in this study. 1. With respect to the differences between demographic variables in different levels of involvement, there were significant differences in age and monthly income. 2. With respect to the relationships between different levels of involvement on variables of customers' behavior, there were significant differences in "the most often use traffic vehicle" while no difference in "time for hot-spring", "time for stay" and "with whom to come". 3. The top 5 needs in importance for different levels of customers were "environment benefits", "service benefits", "prince", "function benefits" and "convenience". 4. With respect to information resources, the top 3 in importance were "media advertisement", "direct information" and "active search". Also, the researchers made suggestions for strategic alliance for future development in the industry, providing package tour as well as promotion events and promoting by media advertisement. |
本系統中英文摘要資訊取自各篇刊載內容。