台灣地區國際觀光旅館之消費行為與市場區隔研究__以新竹科學園區員工為例

Abstract

國際觀光旅館在觀光事業中是相當重要的一環，它不僅提供國際人士住宿、餐飲、商務、會議、社交、休閒的服務，亦是國家禮賓大使的重要場所。目前觀光市場中，來華旅客巳趨緩、國際觀光旅館卻持續增加，政府在政策上持續針對國民旅遊做規劃，加上國人消費能力增強，愈加重視休閒生活，將會帶來新契機。國內觀光旅館之發展由民國34年開始，我國政府自民國四十五年開始發展觀光事業，由於政府的鼓勵與推動，才帶動國際觀光旅館投資興建熱潮，經過九個時期的發展，現今處於休閒旅館誕生時期，國際觀光旅館客源漸以國人為主。因此，本研究希望透過台灣地區國際觀光旅館之消費者行為，瞭解消費者在評估國際觀光旅館時會注重哪些產品屬性。此外，從不同消費群體的角度去探討不同消費群體偏好上的差異，希望有助於國際觀光旅館業者擬定其行銷策略之參考。 本研究以EBM模式作為本研究之架構，AIO生活型態變數作為市場區隔的基礎，國際觀光旅館之產品屬性與人口統計變數作為投入變數，透過消費實態變數作為消費者行為之描述，將國際觀光旅館市場區隔化。透過發放問卷方式，以新竹科學園區員工為抽樣架構，針對目前已至國際觀光旅館之新竹科學園區員工為受測對象。 研究結果顯示，都市型、觀光型國際觀光旅館消費者皆可透過生活型態變數作為有效的市場區隔。都市型國際觀光旅館各區隔市場消費者在人口統計變數上，除了在婚姻情況、個人每月平均所得無顯著差異外，其餘皆有顯著差異；在購買動機、資訊來源、產品屬性上皆有顯著差異；在消費實態變數上，除了在結伴人數無顯著差異外，其餘皆有顯著差異。觀光型國際觀光旅館各區隔市場消費者在人口統計變數上，除了在性別、婚姻情況、職務類別外，其餘皆有顯著差異；在購買動機、資訊來源、產品屬性上皆有顯著差異；在消費實態變數上，除了在消費時間、停留時間無顯著差異外，其餘皆有顯著差異。

The importance of international hotels rises dramatically in tourism industry in recent decades as they provide accommodation, meals, entertainment, and places for business conferences or diplomatic affairs. Due to the increasing Taiwanese purchasing power and government’s advocacy, people have been paying more attention on leisure life planning and consequently domestic tourism is considered as a new opportunity revealed by the fact of the declining number of foreign travelers in contrast with the increasing number of international hotels in Taiwan. The establishment of local hotels can be tracked back to 1945 while the government firmly decided the tourism development plans actually in 1956, eleven years later. However, the official support and encouragement did pilot the trend of international hotel investment. After passing through nine different stages, the current tourism market is in the beginning of leisure hotel period, illustrating a majority of customers from locals in international hotels. Therefore, the study aims to identify Taiwanese consumers’ priority of product attribute for evaluating international hotels. Additionally, the different preferences showed by different groups will be discussed in hope of facilitating the marketing strategies for international hotel marketers. The study adopts the EKB modes as the framework, the AIO lifestyle variable as the basis of market segmentation, and the attributes of international hotels’ products and demographic factors as independent variables. By the further description of consumption reality variables, the international hotel market can be clearly segmented. Besides, the employees in Hsinchu Scince Park are chosen as the sample group for questionnaire conducting. The result of the research indicates that both business hotel customers and tourist hotel customers can be segmented effectively in the market by using lifestyle as the variable. For business hotel consumers, it has been proved significant differences on all testing items except marriage status and individual monthly income average in terms of demographic variable, some other significant differences including purchasing incentives, information sources and product attributes, and also lastly significant differences on all the testing items except the number of followers in terms of consumption reality variable. As to tourist hotel consumers, it has been proved significant differences on all testing items except gender, marriage status and occupation in terms of demographic variable, some other significant differences including purchasing incentives, information sources and product attributes, and also lastly significant differences on all testing items except visiting season and staying days in terms of consumption reality variable.