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    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32185

    題名: 日本退休族群來臺長宿旅遊推廣策略之研究
    其他題名: A study of the promotion strategies for how to attract Japanese retired people coming to Taiwan long stay
    作者: 林瑛陽;Lin, Ying-yang
    貢獻者: 淡江大學國際貿易學系國際企業學碩士在職專班
    何煖軒;Ho, Nuan-hsuan
    關鍵詞: 團塊世代;日本銀髮族;日本退休族群;長宿計畫;涉入;長宿休閒旅遊;購買決策類型;消費者特性;消費者知覺;文化;Senior people;Japan retired group;Long Stay;Purchasing decision type;Consumer Behavior;Involvement;Consumer traits;Perception;Culture
    日期: 2008
    上傳時間: 2010-01-11 01:48:50 (UTC+8)
    摘要: 隨著21世紀全球化時代來臨,國與國之間交流頻繁,觀光成為二十一世紀的策略領航的產業之一。配合日本政府每年50兆日幣退休年金的釋出,日本退休銀髮族到海外進行長宿旅遊(Long Stay)漸成風潮,更是世界各地極力爭取的客群。
    Following the global era’s coming, traveling between countries to countries is more frequent than before. Tourism has become one of the leading industries in the 21 century. It has became a trend that Japan retired groups are going abroad to long stay by pensions which are given by Japanese government. The retired Japanese have become the main target in the world that other countries manage to attract to long stay.
    This study collected secondary data and used consumer decision types, consumer traits and perception to be a mode; culture homeogeneity is moderation. Finding the unique cultures that Southeast Asia have attracts Japanese favorite. Specially, the person own the character is independent, challengeable and excellent, meanwhile, the perception he get about Taiwan Long Stay product is low. But similar culture can lift the sense of safety and add interests to the characters are conservative and perceived risks are high. How to create the culture valve to attract different kinds of consumers becomes importantly promoting effect.
    This study found that consumer behavior is influenced by personal, psychological, social and cultural. The needs and perception for long stay product will be different by persons. Specially, Japan government manages to stimulate the retired people long stay in country and help village development. We must figure out how to attract the needs of retired people, how to solve the stress from psychology and society to make a purchasing decision.
    The final is point out how to package our Long Stay products by purchase decision types, consumer traits, perception and culture. By creating culture valve and promoting the government’s policies that will help our Long Stay program succeed.
    顯示於類別:[國際企業學系暨研究所] 學位論文


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