The Factors of Influencing Consumer’s Choice on Motel Business

• Main Authors: Yu-Min Wu, 吳昱民
• Other Authors: Jung-Hui Liang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/85438311418341694526

碩士 === 清雲科技大學 === 國際企業管理研究所 === 96 === In our research, we investigate the correlation of demographic statistics variables, life style, store characteristics and consumers’ selection during the process of motel consumption. The studies of consumers’ behavior in hotel business mainly focus on the hotel and hostel but rarely mention about motel. Among the related literature reference, motel research includes marketing, management and sociology. Marketing research focuses on marketing segment and service quality. So far, there is no research aimed on the consumers’ behavior in motel. Our study analyzed consumers’ behavior in five motels which offer fixed location for questionnaire distribution. Among other things, we used AIO quantity table as the basic question of life style; store impression was used as basic question of store characteristics. Our study result revealed that the main business requirement of motel is for rest; consumers’ age range became wider and also the demand of internet increased. According to the average, price is the most important consideration factor unless the quality is too good to let them forget about the price. Among the motel consumers, those who pay attention to enjoying life and actual store characteristics will also care about service and consume impression; while those who only care about store characteristics will care about the service only. In the other hand, younger consumers tend to enjoy their life so the store characteristics tend to consuming impressions and service. Elder consumers tend to practical consuming so the store characteristics tend to service and convenience.