經濟型旅館消費行為之研究

Abstract

目的：本研究主要目的為瞭解住宿經濟型旅館旅客之人口背景變項、消費行為、產品屬性重視度、產品屬性滿意度之現況。進而探討不同背景變項與消費行為以及產品屬性重要程度與滿意程度之影響情形。研究對象：以年滿12歲以上，入住經濟型旅館之國內外旅客為抽樣對象。研究工具：本研究採量化的研究方法，透過問卷調查進行研究。研究問卷共分為四個部份，即旅館屬性重視度、住宿滿意度、個人背景資料、消費行為。問卷於2013年11月15日至2013年12月31日採立意抽樣法委由旅館業者協助發放，由旅客自行填寫，有效回收527份。研究方法：問卷資料採項目分析、因素分析、描述性統計分析、獨立樣本t檢定、單因子變異數分析、卡方檢定、皮爾森積差相關分析等統計方法。結果：研究發現旅客樣本女性略多於男性，年齡介於30-39歲居多，婚狀況以未婚旅客居多，職業別以服務工作人員及售貨員最多，居住地以臺灣為最多。住宿目的以觀光居多，抵達此旅館的交通方式以搭乘計程車最多，取得此旅館資訊來源以網路為主，本次住宿房型以雙人房為主，住宿金額以NT$2,000-2,499最多，預訂此旅館方為透過旅行社較多，整體住宿滿意度達滿意，是否還會再入住以及推薦親友前來住宿為皆為可能。產品屬性重視度及滿意度在六個構面均程顯著相關，其中又以「安全與整潔」構面與「安全與整潔」之相關值最高，達顯著水準 (r=0.608，p< 0.01) ，重視度與滿意度兩者之間會相互影響。

Objective：The main purpose of this study was to understand the background population traveler's budget hotel accommodation variables, consumer behavior, degree of importance of product attributes, current status of product attributes satisfaction. Furthermore, Then discusses different background variables and consumer behavior and the impact of the importance of product attributes and the degree of satisfaction with the situation。 Subjects：The group of domestic and foreign tourists age above 12 as the subjects of this study. Tools：The study makes use of the questionnaire method, four parts were divided into questionnaire, Hotels attribute importance degree, Accommodation Satisfaction, Personal Background, Consumer Behavior. The date of questionnaire conducting was from 15 November to 31 December 2013, through hotel handed the travelers to fill out the questionnaire, the returning questionnaires were 527. Methods：The questionnaire data were analyzed by Descriptive statistics analysis, item analysis, factor analysis, Reliability analysis, One-way ANOVA, t-test, Chi-square test, Pearson’s correlation coefficients and other statistical methods for analysis. Results：The results finds that the sample of those travelers was female than male, the age of most travelers were from 30 to 39, the majority of “unmarried” marital status, then main occupation among the travelers was “Service worker and shop/market sales worker”, most travelers live in Taiwan. Accommodation purpose of sightseeing in the majority, travelers to the hotel to take a taxi up to. Obtain this hotel to Internet-based information sources, accommodation based on twin room type, room rates of up to NT$2,000-2,499. Book this hotel through the travel agency side is more, Overall satisfaction was satisfied accommodation, travelers are likely to stay again and recommend friends and family to come to stay. Product attribute importance and satisfaction in six dimensions showed significant correlation. In which "safe and clean" dimensions and "safe and clean" related to the highest value was significant (r=0.608，p< 0.01). Will affect both the degree of mutual importance and satisfaction.