An Application of Conjoint Analysis to The Optimal Combination of Consumers Attribute Preference — A Case Study of The Bed & Breakfast Industry in Taiwan

• Main Authors: Yung-JenPai, 白詠任
• Other Authors: Shuang-shii Chuang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/58md6u

碩士 === 國立成功大學 === 企業管理學系 === 103 === In recent years, the domestic people in Taiwan have paid more attention on leisure and tourism related industries. Besides, Taiwan government strongly introduces the local landscapes to foreign tourists. Furthermore, the department of tourism bureau has modified the policies that residents in China are permitted to travel and visit their relatives in Taiwan also strengthen the trend. Although the tourism can be a lucrative industry stimulating the local economic growth, i.e. the Bed ＆ Breakfast industry, it may lead the fierce competition between operators of B＆B industry. It is quite important for the B＆B operators to realize the consumers’ preferences for the attributes of B＆B products. The main purpose of the study should be dedicated to finding out the most optimal combination of B＆B product’s attributes that consumers are most favorable. Firstly, the study narrows down the respondents to the Taiwanese, and uses conjoint analysis as a quantitative method. Secondly, after finishing the data research and collection phases, the study conducts the pre-test questionnaire filtering seventeen B＆B product attributes from the different literatures by the product attribute theory. Thirdly, through the conjoint analysis, we choose five attributes “Recommendation”, “Environment”, ”Price”, “Location”, “Security” to set as the standard levels in the “Cards”of official questionnaire. Then, we can apply both the market segmentation theory and the Z-test to find out which card is the most agreeable to consumers. Finally, the result illustrates that most consumers concern about the attributes of “Recommendation”, “Environment” while choosing the B＆B products. So the study suggests that B＆B operators should improve those parts to meet the consumers’ preferences.