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研究生:劉倩芸
研究生(外文):Chien-Yun Liu
論文名稱:以方法目的鏈探討國外自助旅行者住宿之價值
論文名稱(外文):An Exploratory on Value of Foreign Accommodation for Independent Travelers through a Means-End Chain Approach
指導教授:陳宜棻陳宜棻引用關係
指導教授(外文):Yi-Fan Chen
學位類別:碩士
校院名稱:中原大學
系所名稱:國際經營與貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:47
中文關鍵詞:自助旅行住宿方法目的鏈價值階層圖
外文關鍵詞:Independent TravelerAccommodation BookingMeans-End ChainHierarchical Value Map
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近10年來,由於整體教育水平提升、網路媒體普及、廉價航空、青年旅舍等硬體設施的齊步發展,讓出國自助旅行不會再是一件困難的事情。人們的旅遊方式也越來越多元化,背包客與自助旅行成為人們越來越多所選擇的旅遊方式,因此很多線上旅遊服務商(Online Travel Agent, OTA),也迅速地崛起(例如攜程、易遊網、Booking.com、Agoda等),可以吸引更多的消費者來使用線上訂房網站。這些國外自助旅行者採用有別於委託他人規劃的方式,自主性的來決定所有旅遊過程,包含住宿地點選擇,這些國外自助旅行者所選擇的自助旅行想法核心非常值得探究。
本研究將對於這些自助旅行者的住宿價值進行探討,針對於有二次以上的自助旅行經驗者來進行深度訪談,年齡層分布於20~50歲,總共訪談40人,依據方法目的鏈來進行研究探討,從訂房網站口碑與點閱率、性別、年齡、教育程度、職業、收入、旅遊所需天數、規劃時間、氣候、價格、目的地與景點距離、當地交通工具選擇等,以進行資料的蒐集。依據訪談完成後,統計與分析並利用涵意矩陣將連結的關係呈現出來,建立價值階層圖。
研究結果顯示,國外自助旅行者最重視之四項價值為安全感、美好回憶、滿足感、愉悅感,以及前三項結果利益依序為交通便利、安全等級、可靠程度,而最重視的三項關鍵屬性為旅遊資訊、熱門景點、訂房方式。
In the past ten years, travelling abroad is no longer a challenge owing to elevated education levels, the popularization of internet media and the emergence of hard products, such as budget airlines and hostels. The way people travel has also diversified, and backpacking and independent travel have become the popular methods of travel. Consequently, many online travel agents(OTA), such as Eztravel, ctrip.com, Agoda, Booking.com, have developed rapidly to compete for consumer bookings. In contrast to organized tours by third party, these independent travelers arrange their entire overseas travel itinerary, including location of accommodation, in self-determining manner. Therefore, the core thought process behind the decisions made by these independent travelers is worth exploring.
The aim of the research is to study the accommodation choice made by these independent travelers. A total of 40 people from demographic group aged 20-50 that have made at least two prior independent travels were interviewed. Information including reputation and page views of OTA, gender, age, education, occupation, income, days of travel, planning time, weather, price, distance to attractions and local transportation options was collected (Appendix: interview outline). Upon completion of all interviews, data were tabulated and statistical analysis was performed to establish linkage relationship, which was then used to construct a hierarchical value map.
The results from the study show that the four most valuable factors for independent travelers going abroad are sense of security, pleasant memory, sense of satisfaction, and sense of pleasure, including safety level, reliability, travel information, popular attractions and accommodation reservation method.
目錄
摘要................................................................................................................................... I
Abstract.............................................................................................................................II
誌謝.................................................................................................................................III
目錄................................................................................................................................ IV
表目錄............................................................................................................................ VI
圖目錄...........................................................................................................................VII
第一章 緒論......................................................................................................................1
第一節 研究背景與目的..............................................................................................1
第二節 研究流程..........................................................................................................3
第二章 文獻探討..............................................................................................................4
第一節 自助旅行..........................................................................................................4
第二節 訂房網站與顧客住宿滿意度..........................................................................5
第三節 網路口碑..........................................................................................................8
第四節 方法目的鏈....................................................................................................11
第三章 研究方法............................................................................................................13
第一節 階梯訪談法....................................................................................................13
第二節 訪談對象及方式............................................................................................13
第三節 資料內容分析................................................................................................14
第四節 涵意矩陣........................................................................................................14
第五節 價值階層圖....................................................................................................15
第四章 研究結果............................................................................................................16
第一節 樣本結構結果分析........................................................................................16
第二節 方法目的鏈研究結果....................................................................................21
第五章 研究結論與未來研究建議................................................................................23
第一節 研究結論........................................................................................................23
第二節 學理貢獻........................................................................................................27
第三節 管理意涵........................................................................................................29
參考文獻.........................................................................................................................33
附錄:訪談綱要................................................................................................................39

表目錄
表 1 樣本結構 .................................................................................................................16
表 2 屬性、結果、及價值之各層級要素統計表 .........................................................17
表 3 涵意矩陣 .................................................................................................................19
表 4 截點值統計數值 .....................................................................................................19

圖目錄
圖 1 研究流程圖 ...............................................................................................................3
圖 2 方法目的鏈模型 .....................................................................................................11
圖 3 國外自助旅行者住宿選擇之價值階層圖 .............................................................20
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