| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 93 === Abstract
In Taiwan, since year 2000 the government has implemented the two days off weekend, our citizens spend more time to traveling。Domestic leisure and tour market has expended dramatically, which to the leisure industry, it can be say a great opportunity. Moreover, hotel industry is the core of tourism industry, which international tourism hotel has become the main stream of Taiwan’s tourism hotel market. In the past, the topics about hotel researching were mostly focused on its management achievements, service quality and guest satisfaction. However, the analysis on the relationship between business hotels service and guest consuming behavior was seldom involved. This research will start from the direction of international hotel to study the guests consuming behavior. Hope the results can provide hotel-operators some useful reference.
We use the EKB Model to study consumer behavior on Hualien inbound tourist. By this model, We can understand the travel motivation, consumer behavior, service quality, consumer satisfaction and the other factors on inbound tourist, and we can understand the relation between them. In addition, we segment Hualien international hotel tourist by travel motitive into three segments with population statistic variables to describe.The tourist travel motivate throught factor analysis been sought to five factors, which have significant difference with population statistic variables. The international Five-Star Hotels service quality throught factor analysis been sought to five factors which also have significant difference with population statistic variables. The last part of this research attempts to offer suggestions on marketing, product design, as well as promotional strategies at these different types of consumers for hotel-operators.
Keywords : International Five-Star Hotels, Consumer Behavior, Service Quality
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