A Study of Customers’ Choice Behaviors toward Budget Hotels

• Main Authors: CHEN, CHIEN-HAO, 陳建豪
• Other Authors: TUNG, KUEI-HSIN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/65jksh

碩士 === 國立屏東大學 === 休閒事業經營學系碩士班 === 106 === 　　Due to the convenience of transportation, the quality of life of Chinese people is enhanced and the number of tourists who come to Taiwan for sightseeing is growing. More and more customers demand for hotel accommodation in a degree. Firstly, the purpose of this study is to study the influence of the price on the service quality, hardware facilities, geographical locations, aesthetic perceptions and accommodation intentions when consumers choose a budget hotel. Secondly, When consumers choose budget hotels, there is a relationship between the sensory experience and service quality, hardware facilities, geographical location and aesthetic sensory. Thirdly, when consumers choose a budget hotel, the sensory experience on the relationship between the accommodation will affect. The research establishes the research hypothesis through the literature, and adopts the online payment method to sample and finally, the writer collects 448 respondents' valid questionnaires. Using the structural equation (SEM) as an empirical method, the SPSS Statistics version 22 is tested for positivism. The study found that consumers choose budget hotels, the price has no significant correlation with accommodation. The price has a significant positive impact on the quality of service. The price has a significant positive impact on hardware facilities. Price facets have a significant positive impact on geographic location. The price structure has a significant positive impact on the aesthetic perception. Service quality aspect has a significant positive impact on sensory experience. The hardware facilities have a significant positive impact on the sensory experience. Geographic location has a significant positive impact on sensory experience. Aesthetic perception has a significant positive impact on sensory experience. The Sensory experience had a significant positive impact on accommodation. I hope that the empirical result of this study can make the hotel industry plan to do a valid reference guideline in the future, enhance hotel competitiveness and provide services that consumers need intimately, and create a win-win future.