题名

檢測決策型態及其在遊客渡假意圖的角色－以台中市居民為例

并列篇名

Testing Decision-Making Style and Its Role in Tourists' Vacation Intentions: The Case of Taichung Residents

作者

王維靖(Wei-Ching Wang)；林宗賢(Chung-Hsien Lin)；曾貴群(Kuei-Chun Tseng)；黃彥綾(Yan-Ling Haung)

关键词

渡假決策 ； 決策型態 ； 市場區隔 ； 遊客行為 ； Vacation decision ； Decision-making styles ； Market segmentation ； Tourist behavior

期刊名称

造園景觀學報

卷期/出版年月

19卷2期（2013 / 06 / 01）

页次

1 - 15

内容语文

繁體中文
中文摘要

本研究的目的為嘗試瞭解國內遊客的渡假決策型態構面及其在遊客渡假意圖的角色，針對399位台中市居民進行便利抽樣調查，從探索性及驗證性因素分析結果顯示渡假決策型態包括「深思熟慮型」、「分享/聯想型」、「消極規劃型」與「焦點策略型」四個構面，其所組成之模式具有良好的適配度及信、效度。上述研究暗示國內遊客渡假決策型態具有多面向的內涵，經營管理者可針對不同渡假決策型態遊客設計不同行銷策略。
英文摘要

The purpose of this study is to explore the dimensions of domestic tourists' decision-making styles and their roles in tourists' vacation intentions. A total of 399 Taichung residents are intercepted by using convenience sampling. The results of both exploratory factor analysis and confirmatory factor analysis indicate that domestic tourists' decision-making styles consist of four distinct dimensions, labeling careful consideration, hedonic, share/association, passive planning, and focused strategy. The four dimensions demonstrate satisfactory model fits, reliabilities, and validities. These findings suggest that the nature of tourists' decision-making styles is multifaceted and different marketing strategies should be conducted based on various tourists' vacation decision-making styles.
主题分类 人文學 > 地理及區域研究
工程學 > 市政與環境工程
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