休閒渡假旅館消費者特性與休閒活動偏好關係之研究

The Relationship between the Characteristics of Consumer and Their Leisure Activities Preferences

10.6214/JSRM.200612_3(2).0006

汪芷榆(Chih-Yu Wang)

消費者特性 ； 休閒活動偏好 ； consumer characteristics leisure activity preferences

運動休閒管理學報

3卷2期（2006 / 12 / 01）

107 - 129

繁體中文

本研究係對休閒渡假旅館消費者特性與休閒活動偏好關係的研究，主要了發現消費者特性與消費者休閒活動偏好及消費者特性與休閒活動偏好關係等二個目的。為了達到研究目的，本研究對研究問題的預擬解答，有了以下的假設：一、不同生活型態與休閒活動偏好有關係。二、不同個人特質與休閒活動偏好有關係。三、不同社會經濟地位與休閒活動偏好有關係。四、消費者特性會影響休閒活動偏好。本研究之研究設計遂以墾丁凱撒飯店之消費者為母體，以問卷調查為資料搜集方法，以測量消費者之生活模式、個人特質、社會經濟地位、休閒活動偏好等變數。回收的100份問卷，以因素分析萃取消費者特性，用頻次分析找尋消費者休閒活動偏好，並藉t檢定以分析消費者特性與休閒活動偏好之關係。經研究發現：一、社會經濟地位與休閒活動偏好有關係。二、生活模式、個人特質與休閒活動偏好無顯著相關。因此，本研究主要貢獻計有以下幾項：一、以社會經濟地位對休閒渡假旅館之消費者休閒活動偏好作市場區隔是有效的變數。二、以生活模式、個人特質為變數對休閒渡假旅館消費者特性與休閒活動偏好之關係研究，並無法發現兩者之間的關係。

This study was attempted to explore the relationship between the characteristics and the preferences of the consumers of a resort hotel. The objective of this study was, therefore, to identify the relationship between the two variables: customers' characteristic and consumers' leisure activity preference of a resort hotel. The research hypotheses were proposed as follows: 1. Life style is correlated with leisure activity preference. 2. Personality is correlated with leisure activity preference. 3. Social status is correlated with leisure activity preference. 4. Consumers characteristics have impact on their leisure activity preferences. The research subjects were sampled from the consumers of Caesar Park Hotel. Questionnaire was used to determine the consumers' lifestyles, personality, social status, and leisure activity preferences. 100 of them were completed and returned. Data were analyzed by using factor analysis to represent customers' characteristics, frequency tabulation to represent consumers' leisure activity preferences, and t-Test analysis to determine the relationship between consumers' characteristics and their leisure activity preferences. The findings are as follows: 1. Significant correlation was found between social status and leisure activity preferences of the consumers of the resort hotel. 2. No significant correlation was found between lifestyles, personality and leisure activity preferences of the consumers characteristics of the resort hotel.. The study concludes two points as follows: 1. The study, using lifestyle and personality as variables, proved that consumers' characteristics and their leisure activity preferences are not correlated. 2. The social status can be effectively used as a variable to differentiate the leisure activity preferences of the consumers of the resort hotel.

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