南台灣汽車旅館之發展脈動與未來展望

Exploring the Development of Motels in Southern Taiwan

10.6438/TOJT.200905.0119

陳淑娟(Shu-Chuan Chen)；郭仕堯(Shih-Yao Kuo)；吳玉敏(Yu-Ming Wu)

汽車旅館 ； 新奇追求 ； 感官追求 ； 偏好 ； motel ； novelty seeking ； sensation seeking ； preference

真理觀光學報

7期（2009 / 05 / 01）

119 - 136

繁體中文

隨著觀光旅遊型態演進，旅館功能日趨多樣化，甚至成為重要的休閒遊憩據點。近年來，旅館業者以極盡新潮奢華的設計裝潢，將原本興盛於美、日的汽車旅館在台重現。業者努力轉型，以求新求變的大膽創意與另類獨特的經營型態，積極將汽車旅館朝精緻化、休閒化經營，使汽車旅館不再是單純的住宿空間。本研究透過訪談汽車旅館經營管理者，深入探討目前台灣汽車旅館座落的地點、提供的設備及服務，是否符合消費者需求？同時發放消費者問卷，進一步探究消費者服務認知程度、投宿汽車旅館之意圖與其族群分類。經集群分析後將消費者區分為「高新奇感官追求者」、「豐富生活追求者」與「低新奇感官追求者」三種。投宿偏好經集群分析後將消費者區分為「品牌偏好者」、「便利偏好者」、「汽車旅館偏好者」、「服務偏好者」與「隱私偏好者」五種。消費者會因為自身新奇感官追求之心理因素選擇不同類型的汽車旅館，對於業者所提供之設備與服務的感受亦有明顯差異。

As the evolution of tourism continuously develops, hotels start serving multi-functions, including playing the roles as recreational spots. During recent years, the hotel operators in tainan have reformed the traditional motels into the fashionable and luxury resorts, bringing the brand new lodgings experience for consumers. By interviewing the operators and collecting consumers' data through the questionnaires, this research investigated the connections between motel's location, facilities, services and clients' choices, also analyzed the motivations of lodging. After cluster analysis, consumers were divided into three groups: ”pursuer of high level novelty”, ”pursuer of life enrichment” and ”pursuer of low level novelty” to reflect their status of novelty seeking. Regarding the preference of choosing the different motels, consumers were divided into five groups: ”brand preference”, ”convenience preference”, ”motel preference”, ”service preference” and ”privacy preference”. Individual novelty seeking, preference, profession and working environment all influence consumers on their lodging choices and service perceptions.

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