Endless Memory, Priceless Happiness: A Study of Travel Products Chosen by Consumers

• Main Authors: Huang, Yung-Chuan, 黃永全
• Other Authors: Ling, I-Ling
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/93724200995935237847

博士 === 國立嘉義大學 === 企業管理學系 === 101 === This study investigates how different types of travel products purchase affect happiness based on the direct and indirect effects gained from consumers in choosing their travel products. First, the comparison of hedonic adaptation (indirect effect) between consumers’ purchasing travel products and material products and the moderating effect of personal qualities (materialism, socioeconomic status, gender) are discussed. Next, based on travel goal-oriented tours - high priced tour without shopping and low priced tour with shopping, the degree of instant happiness (direct effect) brought to consumers by their joining different tour types as well as the moderating effect of personal qualities (personal life satisfaction, satisfaction with environment, gender) involved are studied. The study was conducted experimentally. 256 samples were gathered from common people in Experiment I, whereas in Experiment II, 257 samples were collected from actual tourists. It was found that the happiness from memory of the travel products would last longer than that of the material products when we studied the consumers’ benefit – happiness obtained from the travel products, in which the hedonic adaptation was less likely to happen (Experiment I). By comparing high priced tour without shopping to low priced tour with shopping, we concluded that low price could be an important factor when consumers tried to make a decision about travel products; however, it was not in proportion to the happiness got from travel itself (Experiment II). Lastly, explanations and suggestions are provided in this study for the advantages of the choice consumers make, to bring benefits of practice in marketing to people from travel industry.