| Summary: | 碩士 === 國立宜蘭大學 === 應用經濟學系碩士班 === 96 === Other than the most previous researches considered only the consumers’ opinion about the tourist website, this study investigated both consumers and stakeholders of huesthouse. It is expected that some conclusions of this study can help the stakeholders and the application service providers to improve their website functions and services.
Comparing the preference of consumers and stakeholders for the function of the guesthouse website, it is found that there are some differences between the both groups. Consumers more prefer for on-line booking system. However, stakeholders consider the website and even more web sites for their guesthouse are more important.
Clustering approach is adopted in this study and two market segments are found. The members of the first segment named “guesthouse tourists” are more experienced in staying overnight at guesthouse and shopping on line. They are younger, more single, female, and college and graduate school educated, and consider the GIS or geographic position information of the guesthouse website more important. The other segment is “website trust group”. Comparing to the other segment, the members of this group are older, more male, married, college educated, and with better profession. They think that it is important for a guesthouse to have the online booking system, more websites and joining a local or national wide tourist website.
Using the choice based conjoint analysis, this study investigate the preference of stakeholders for guesthouse website with 12 levels of four attributes. The most important attribute is the booking system (with 3 levels in preference sequence: online booking system managed by the guesthouse, no online booking system, the one managed by ASP and with the cost of 15% of the room rate). The second important attribute is the price of a website (with 4 levels in preference sequence: website cost at NT$ 6,000, 4,000, 8,000, 10,000 per
year). The next important attribute is the style of the website (with 3 levels in preference sequence: joining local guesthouse websites union, joining the national wide guesthouse websites union, joining no websites union). The least important attribute is the management of the website (with 2 levels in preference sequence: with and without the permission for guesthouse stakeholders to manage their websites).
4 types of website are designed and their market shares are simulated by the first choice method. The type of self-managed website has the highest market share of 27.52%, and the common-used type website has the second market share of 10.09%.
|
|---|
