Study of Itinerary Preference for Hot Spring Tourism in Tainan City- Hierarchical Bayes Conjonint Analysis

• Main Authors: Ya-fen Wu, 吳雅棻
• Other Authors: Yun-Bin Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/tvt2ye

碩士 === 嘉南藥理科技大學 === 溫泉產業研究所 === 100 === This study adapted the hierarchical Bayesian estimation to solve the dilemma commonly induced in the conjoint analysis. The conjoint analysis can easily determine the itinerary preference according to the subjects’ demographic attributes. The subjects always face the trade-off problem in sorting overburden itinerary products composed of various features, because the combination of various features can generate overburden itinerary products for sorting. The object of this study is to reduce the candidate itineraries by using all possible features once in composing all itinerary products for sorting, and to adopt the hierarchical Bayesian estimation to randomly construct the relationship domain to interpret the itinerary preference according to the subjects’ demographic attributes without losing as much estimation accuracy as in the traditional conjoint analysis. The survey implemented 55 questionnaires for the initial test, and the final survey has carried out total 459 effective questionnaires with 369 natives and 90 foreigners in three major cities, including Taipei, Taichung, and Kaohsiung, in Taiwan. The features composing the candidate itineraries include travelers’ motive, travel style, travel fee, and travel companion. As the preliminary study of the decision-support system, this study successfully delineated the market segmentation for hot spring tourism in Tainan City according to travelers’ demographic attributes. Once the relationship between the travelers and the itineraries can be clearly identified, the further promotion for hot spring tourism in Tainan City can effectively carried out.