The Consumer Behavior of Island Backpackers – A Case Study in Kinmen

• Main Authors: Tung,YuYun, 董玉芸
• Other Authors: Chang, LiHui
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/22384126135936327991

碩士 === 國立金門大學 ===  觀光管理學系 === 100 === The purpose of this study is to investigate the factors considered by the individual travelers to Kinmen when they plan a trip and the influence of the factors on decision making of consumers. The questionnaires are used as the main method in survey. Among the individual travelers who had been to Kinmen, 610 subjects are selected and surveyed with questionnaire; 596 subjects response the questionnaire; 563 effective questionnaires are achieved (the effective response rate is 94%). The questions asked in the questionnaire are measured by several author-modified indexes, including motivation/demand, information search, destination image and travel behavior. These data are then analyzed by SPSS software for statistic, such as descriptive statistics, reliability test, factor analysis, t-test, one-way ANOVA, correlation and regression. The results show that 1) the travel motivation is mainly for relaxation, 2) the information search is inclined to refer to the exterior sources, 3) the destination image is safety, leisure and relaxation, 4) positive behavior and perception are shown after travel, 5) tourists with higher travel motivation tend to search travel information from exterior sources, 6) the importance of and identification with destination image is positively correlated to the magnitude of and direction of information search respectively, 7) travel motivation is positively correlated to travel destination, 8) travel motivation, information search and destination image significantly influence travel decision making, 9) the higher travel motivation, the higher positive after-travel behavior, 10) the more information search, the more positive after-travel behavior, 11) destination image influences after-travel behavior, 12) the consumer behaviors and decision making are varied by the population characteristics of sampled subjects. The author then provides some suggestions based on the research results and findings that 1) on differentiation of tourism market, maintain the current advantageous niche market and create memorable experiences in terms of highlighting locality, 2) on provision of travel information, upgrade service quality for word-of-mouth communication, utilize internet media as a channel and impress the tourists with mass media promotion, 3) on the formation of destination image, develop diversified and night events, improve the capacity and quality of transportation, and ameliorate the quality of accommodation and shopping environment, 4) on administrative organizations, provide professional trainings for tourism, combine BOT projects with locality, utilize CDP to help tourists make travel decision, and finally consider the specialty of islands and upon that make policy planning.