The Study on Consumer Behavior Intentions of Theme B&B：The Case Study of Theme B&B at Kenting Area

• Main Authors: Chun-Yi Chang, 張鈞易
• Other Authors: 郭德賓
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/83898747929615057031

碩士 === 高雄餐旅學院 === 餐旅管理研究所 === 96 === The study adopted the four concepts of economy experience by Pine & Gilmore (1999) to explore the effect of consumer behavior intention of theme B&B. Using the lifestyle scale to segment the market. The results indicated that “entertainment experience”, “educational experience”, “escapist experience” and “esthetic experience” have significant effects on repurchase intention, recommend intention and price toleration of consumer of theme B&B’s. The consumer market was segment as “luxury enjoyment”, “social contact” and “spiritual relaxed” by the lifestyle scale. All the segmentations had significant effects on repurchase intentions, recommend intentions and price toleration of theme B&B’s. The results also indicated that there are defferences between each behavior intention to theme B&B that affected by diversity of personality. Consumers would appreciate vary experiences from different types of theme B&B, and so do their behavior intentions.