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題名 | 建構住宿者期望之民宿意象=Establishing Customer Expected Images of Bed and Breakfasts |
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作者 | 劉明德; 吳碧珠; Liu, Ming-te; Wu, Pi-chu; |
期刊 | 觀光休閒學報 |
出版日期 | 20140800 |
卷期 | 20:2 2014.08[民103.08] |
頁次 | 頁205-240 |
分類號 | 992.61 |
語文 | chi |
關鍵詞 | 民宿; 民宿住宿者; 共同構念; 意象; 隱喻抽取技術; Bed and Breakfast; B&B customers; Dominant constructs; Image; ZMET; |
中文摘要 | 本研究以探討台灣民宿行銷作為研究主題,透過隱喻抽取技術 (ZMET),藉由分析民宿住宿者心理層面認知的圖像,發掘民宿住宿者的深層思維與感情,抽取出共同構念 (dominant constructs),建立民宿住宿者的共識地圖,提出住宿者的意象架構,包括「心靈感受」、「設施與景觀」、「成長交流」、「玩樂」、「視覺嚮往」五大構面,以提供民宿經營者,使其更加了解民宿住宿者內心的需求與期望,進而作為市場區隔變數之用,俾業者選擇目標市場,進行行銷策略規劃。 |
英文摘要 | This study focuses on bed and breakfast (B&B) marketing in Taiwan, using the Zaltman metaphor elicitation technique (ZMET) to analyze the psychological cognitive images customers have towards B&Bs. The objectives of this study are to elucidate the deep thoughts and feelings of B&B customers, extract dominant constructs, establish a consensus map, and propose image frameworks, which comprised five dimensions: spiritual experience, facilities and landscapes, growth exchange, the fun factor, and visual desire. These dimensions enable B&B operators to understand the internal demands and expectations of customers and can be used as market segmentation variables, thereby assisting B&B operators in selecting target markets and planning marketing strategies. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。