An Exploratory Study on the Goal Value for Elderly Travel：A Means-End Chain Approach

• Main Authors: Tsu-Te Fang, 方祖德
• Other Authors: YI-FEN CHEN
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/75221373714136602053

碩士 === 中原大學 === 國際經營與貿易研究所 === 101 === The average human life expectancy continues to increase. With the rise of economic abilities, education levels and civic literacy of the elderly, the business opportunities are expanding and elevating progressively more for the tourism industries. Thus, this research is conducted in means-end chain model and used open-ended questionnaires to proceed with one-on-one in-depth ladder interviews with 20 male and 20 female elders, guiding them to express their intangible values during travel. To make the hierarchical value map, the research was based on content analysis and it proceeded with information coding and analysis. The results of the research show: the attributes of elderly travels are primarily made based on destinations and prices for most of the elders; the consequences of elderly travels are options considered and for sentimental interactions; sense of security and needs for relaxation are the main valued targets for the elders. This research has been analyzed and discussed with the meaning on marketing strategies and can be a reference for practical business utilization and further academic researches.