臺灣博碩士論文加值系統

本研究主要在利用旅遊生活型態及家庭生命週期作為國民旅遊市場區隔之
基礎；以找出不同區隔下之旅遊行為。研究架構係參考E-K-B MODEL 而來
，研究方法以台北市電話號碼簿為系統抽樣基礎，經由電話訪問過濾出符
合本研究限制者共計１,034位受訪者，再以郵寄問卷方式進行調查，有效
回收率為43.4% 。經由分析得到如下的結果：1.旅遊的生活型態經由因素
分析可得5 個生活型態構面。2.國民旅遊市場經由集群分析可區分為七個
市場區隔。各區隔在旅遊動機、據點屬性評估條件、旅行社評估準則、旅
遊行為及人口統計變數上皆有顯著差異。3.不同家庭生命週期的旅遊者、
旅遊動機、據點屬性評估條件、旅行社評估準則及旅遊行為皆有顯著差異
。4.旅遊生活型態對於國民旅遊市場為一有效之區隔變數。

The purpose of the research is to segment domestic travel
market into hetergeneous subgroup by travel life style and
family life cycle and to describe the differences between each
subgroup.By systemmatic sampling,taking Taipi city telephone
book as sampl- ing frame,this research got 1,038 qualified
samples by telephone and then investigate by mailing
questionnaires.The response rate is 43.4%.After statistical
analysis,the findings of this resear- ch are as follows:1.
travel life style can be factorize to five factors after factor
analysis.2.domestic travel mark can be segment into seven
subgroups by cluster analysis,each segment has significant
differences on many behavior and demographic variables.3.
different family life cycle stages has significant differences
on many behaviors.4.travel life style will be an effective
segmentation variable for domestic traval market.