| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 98 === The purpose of this study was to establish the influence of the domestic tourism expenditure among different family life cycles. The results can provide market segmentations in reference to related government unit and related tourism business. There are three main subjects as following:
1.To realize domestic travel expenditure within different family life periods
2.To analyze the factors of domestic tourism expenditure amongst different family life cycles
3.Based on the results, providing marketing strategy suggestions to tourism- related businesses.
This research used the Survey of Family Income Distribution in Taiwan Area of the Republic of China, 2006 from Directorate General of Budget, Accounting and Statistics Executive Yuan, R.O.C. (Taiwan). It revealed 8,550 households survey to analyze the influence of the domestic tourism by Tobit Regression Model and Maximum Likelihood Estimation. The results can offer marketing strategies to the Tourism and Travel Bureau and related tourism units, as following:
1.According to the results, household discretionary income is the main factor to influence domestic travel expenditure; therefore, related tourism units should provide a variety of products depending on different household discretionary income customers. In the M-Shaped Society, people in the middle class climbed up the ladder and became part of the upper class. Tourism not only provides popular journeys to most of the people, but also designs high quality trips for upper level travelers. Numerous journeys would fit a diversity of customers.
2.One of the main factors influencing domestic travel expenditure was level of education. The higher the education of the household head, the greater the expenditure on domestic travel was. Tourism could focus on household head’s education level to design different tours, such as informative, educational, and entertainingly subjects to strengthen the feelings between children and family members.
3.Family life cycle stage two (FLC2) is focused on preschool age children, which is one year old to six years old children. This level had a great influence on domestic travel. Related government units and tourism industry should aim at this level to design leisure activities and facilities for the whole family to reach sustainable operation on domestic travel.
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