| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === This study researches the influences of vacation lifestyle of self-orgaizedtravelers on their selection of B &; B. Visitor survey method is used to gather information from self-organized travelers inthe Hualien area. Survey questionnairs is comprised with vacation lifesylte scale based on AIO items, B&;B preferences and travel patterns. Based on study purpose, t test, variance analysis, factor analysis, cluster analysis are applied for data analysis. Five factors were extracted from "vacation lifestyle items. They are " the family travel "," social travel "," alleviate the pressure travel ", " intellectual travel tour ", and " experience travel ". The self-organized tourists choose the B &; B preference can be divided into four factors, including"ecological experience", “ convenient information", “ service quality”, and "brand image". Four important findings resulted from this study: (1) self-organized travelers can be grouped into three segments, “social and family tourists” enjoy vacation lifestyle of social friendship and travelling with family, “living centred tourists”prefer vacation lifesytle of , escaping daily-life and enjoying life, finally “weekend relaxing tourists” like vacation lifestyle focusing on weekend break and escaping daily life.; (2) the overall cleanliness of B &; Bs, reputation and image of B&;B, and enthusiastic and friendly attitude of service staffs are three most important preferences as self-organized travelers selecting B&;B. :(3) different vacation lifestyle segments are varried on their demographic profiles; (4) they also different in their preferences for B&;B, such as ecological expereinces, convenient expereince, and service quality. As tourism market moving from mass market to nich market, this study suggests that none tourism product can not meet all consumers’ needs. Thus, this study finally suggests that various B &;Bs - need to develop its unique characteristics in order to achieve marketing purposes.
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