| Summary: | 碩士 === 南華大學 === 出版事業管理研究所 === 93 === With growing traveling population these years, the requirement of tour publications is also getting increased in Taiwan. Therefore, it is necessary to have further research aims for such filed with lack of related papers, especially now is marketing oriented era as we may see.
This study is based on means of Factor Analysis and Cluster Analysis Methods to investigate how the consumer discriminates the market through the point of vacation life style. Therefore, this study seeks to further understanding of consumer behavior on the tour publications according to the EBM model. The discovery of investigation are listed as follows （1）We find that there are 7 factors from vacationing life style, which are : （a）Relaxation ; （b）Social ; （c）Family ; （d）Calm ; （e）Luxury ; （f）Study ; （g）Health. （2）And these could be divided entire group into: （a）Yuppie ; （b）Peers / Followers ; （c）Family ; （d）the young. （3）Also we could see some obvious difference in the demographic factors which are age, marital status, vocation, level of education and monthly salary. The resources how to get the publications and the reading experience also affects the decision of consumers.
Finally, I expect that the suggestions according to the conclusion could be references for publishing units of tour publications.
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