|其他題名: ||The study on relationship among consumer personality trait, home-stay characteristics and choices of home-stay pattern|
|作者: ||張耀堂;Chang, Yao-Tang|
|關鍵詞: ||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|
|上傳時間: ||2011-06-16 21:54:38 (UTC+8)|
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.