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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/54051

    Title: 消費者人格特質、民宿特色與民宿類型選擇關係之研究
    Other Titles: The study on relationship among consumer personality trait, home-stay characteristics and choices of home-stay pattern
    Authors: 張耀堂;Chang, Yao-Tang
    Contributors: 淡江大學國際商學碩士在職專班
    曾義民;Tseng, Yi-Ming
    Keywords: 人格特質;民宿特色;人口統計變數;民宿類型;Personality Trait;Home-Stay Characteristics;demographic variables;Home-Stay Pattern
    Date: 2011
    Issue Date: 2011-06-16 21:54:38 (UTC+8)
    Abstract: 台灣地區民宿之發展迄今已二十餘年,從原先農舍型的簡屋,不斷的轉型成為一種休閒體驗,並且越來越精緻化,目前發展朝向特色民宿與優質民宿為主,特色民宿是一種特別的住宿體驗。本研究發現目前缺少從人格特質、民宿特色以及人口統計變數來探討其與民宿類型選擇之相關研究。因此希望透過遊客認定的民宿特色、遊客的人格特質、遊客的人口統計變數來瞭解與不同類型民宿選擇之間的關係,期望對民宿業者之經營與其產業之發展有所貢獻。


    Taiwanese Home-Stays over a twenty year period, have evolved constantly from traditional farm houses into a much more leisure experience. The current Home-Stays’ appeal is in its sense of characteristics and higher quality. One of the essestial for Home-Stays’ characteristics is its unique accommodation experience. Research has found that lack of personality traits, Home-Stays’ characteristics, and demographic variables are all related to the choice of patterns of Home-Stays. The recognition of Home-Stays’ characteristics via tourists, personality traits and demographic variables of tourists are all included in order to understand the relationship between the choice of patterns of Home-Stays. It is expected that the study can contribute to the management and development of Home-Stays.

    The study was aimed at the accommodation of tourists spending at least one night in which patterns of “Art-Creation”, “Nostalgia-Business”, “Sightseeing-Holiday”,“Rural-Experiences”, and “Community-Based cultural Experiences”were all identified. There were a total 550 questionnaires distributed, with 500 questionnaires responses, of which 439 of those were valid. The findings demonstrated the following demographic varabiles :“Age”, “Occupation”, “Educational Level”, “Personal Monthly Income”, and “Area of Residence”towards the tourists’ choices of patterns of Home-Stays were all points of prominent difference. The recognition of Home-Stays’ characteristics via tourists, including “Interior Space and Service”, “Operators’ Style and Environmental Ambience”, “Location and Architectural Feature”, “Local Cultural Characteristic”have all demonstrated the tourists’ choices of patterns of Home-Stays as key points of prominent difference. Prominent differences were demonstrated by the big five personalities:“Agreeableness”, “Conscientious”, “Extraversion”, “Neuroticism”and“Open to Experience”towards the tourists’ choices of patterns of Home-Stays.
    The study suggested that Home-Stays’ operators should make tourists’experiences better by arranging well- arranged guided tours and leisure activities, combined with well-designed activities with a particular focus on local folk custom. Loyal tourists could be sought particularly if the experience during their period of accommodation was positive. Tourists with different personality traits provided activities which combined local natural scenery, art-making, cultural experience and customized tours.

    However, the most important thing is to identify their own individual characteristics in order to successfully implement proper marketing, as well as to enhance differences between competitors. Follow-up research would be helpful in expanding the scope of the research, and would consider factors such as in season and off season periods, thus identifying suitable classification of Home-Stays. Additional follow-up research was suggested to include the relationship between the sampling survey of both legal and illegal of Home-Stays.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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