| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 94 === This study aimed to segment the adventure travelers by the optimum stimulation level (OSL). Further differences among each market segment were examined based on the adventure travelers’ socio-demographic profiles and their travel-related characteristics. Convenience sampling was used in this study. 297 questionnaires was collected to be distributed in the main survey. The survey was executed in both indoor and outdoor rock climbing fields, two were outdoor fields and three were indoor fields. During the main data analysis, factor analysis and cluster analysis were proposed techniques to segment adventure travelers into different clusters. Discriminate analysis were further used to ensure the effectiveness of each cluster. Descriptive statistics, t test, one-way ANOVA and chi-square tests were the basic statistical methods for testing the distinctions of each cluster.
Factor analysis identified nine factors from OSL. The nine factors were designated as “arousal from change”, “arousal from unusual stimuli”, “arousal from surprise”, “arousal from safety”, “arousal from inactiveness”, “arousal from environment”, “arousal from sensuality”, “arousal from exploration”, and “arousal from familiarity”. Then cluster analysis identified four distinct adventure traveler subgroups by the nine arousal factors, designated as “safety and exploration seekers”, “sensuality and inactiveness seekers”, “change and environment seekers”, and “surprise and familiarity seekers”, respectively. The adventure travelers’ age groups were significantly different among the four segments. The findings would help the adventure travel providers and marketers to understand adventure travelers better, so as to formulate strategies to target the segments effectively.
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