The study of tourists lodging choice

• Main Authors: Huang Jun-Jay, 黃俊傑
• Other Authors: Wu Tsung-Chiung
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/03260811031823196145

碩士 === 國立嘉義大學 === 管理研究所 === 91 === Because of the changing demand for domestic travel and the implementation of two-day weekend policy, people have increased leisure time and days of travel. So many tourism businesses take it as a good market opportunity and intend to increase the supply of lodging facilities. Therefore, for tourism businesses, it is necessary to fully understand the natures of lodgings choices. So the issues, such as visitor segments and variations among different types of lodging facilities, are important to sustain in the market. Besides, it becomes more critical to discuss the choices among different types of lodgings facilities, when the competition of lodgings industry becomes more rigorous. But nowadays most empirical studies focus on single type lodgings choice and lack of the discussions on choice behavior among multiple types of lodgings. So it is not clear what the competing relationships in lodgings market. Therefore, this study intend to study the choice behavior among three kinds of popular lodging selections, B&B, general hotel, and resort hotel, utilizing multiple logistic regression model. The lodging choice model based on the visitors’ socio-demographic variables, travel characters, and benefit-seeking variables may offer the insights of tourists’ lodging type choice behavior, and can be the basis of the marketing strategy of the lodging agencies. This research selects Kenting recreation area as the research area. Quota sampling was employed and 340 valid samples were used in analysis. The Likelihood-Ration Index (38.1%) and average judgment rate (69.7%) demonstrate the fair predictability of the constructed multiple-logistic regression model. The research also reveals that the source of the lodging information and the tourist’s career are relatively powerful predicting variables in terms of differentiating the choice behavior among B&B, general hotel, and resort hotel. The advantage of building lodging type choice model is that the lodging businesses can understand better about their customers and manage the critical parameters, which significantly influence visitor’s lodging type selections. Besides that, the lodgings businesses can comprehend and react the competitive and cooperative situations among different types of lodging businesses.