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題名：臺灣不同生活型態銀髮族選擇國外旅遊產品之研究
書刊名：觀光旅遊研究學刊
作者：王大明／蔣宛修
作者(外文)：Wang, John Ta-ming／Chiang, Wan-hsiu
出版日期：2011
卷期：6:2
頁次：頁55-72
主題關鍵詞：銀髮族；生活型態；國外旅遊產品；重要-表現程度分析法；Senior citizens；Lifestyle；Outbound package tour；IPA analysis
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:39
  • 點閱點閱:71
隨著人口出生率趨緩以及帄均壽命的延長，台灣已步入高齡人口社會，而銀髮族群強大的消費能力，也在旅遊市場中形成重要的區塊。本研究主要探討銀髮族在選擇國外旅遊產品的重視度和滿意度，並透過因素分析及集群分析，用生活型態變數進行市場區隔。以北部三縣市（台北市、台北縣和桃園縣）50歲以上之銀髮族為研究對象，於2006年8-9月間發放470份問卷，回收之有效問卷為444份。研究結果顯示，可將銀髮族劃分為四個區隔市場，分別為「務實群」、「家庭群」、「享樂群」、和「品味群」。而不同生活型態集群之銀髮族，在選擇國外旅遊產品之重視度及滿意度，均呈顯著差異；本研究亦分別針對四個區隔市場，提出行銷策略建議。
Due to lower birthrates and longer life spans, Taiwan has become one of the countries in the world with a burgeoning elderly population. The increasing numbers of seniors have become a large prospective market segment for the travel industry. The purpose of this study was to discuss the importance of and satisfaction with outbound package tour decisions among senior citizens. Lifestyle variables were employed to categorize these consumers after they were analyzed by a factor and cluster method. In total, 470 questionnaires were distributed in Taipei City, Taipei County, and Taoyuan County during August and September, 2006, all in northern Taiwan, and 444 of them were returned and determined to be valid. The results revealed the seniors could be placed into four categories: a pragmatic group, a familial group, a enjoyable group, and a appreciative group. There were significant differences in the importance of and satisfaction with outbound package tour decisions among senior citizens with different lifestyles. Finally, effective marketing strategies are suggested according to these four categories of seniors.
期刊論文
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22.Huang, Leo、Tsai, Hsien-Tang(2003)。The Study of Senior Traveler Behavior in Taiwan。Tourism Management，24(5)，561-574。  new window
23.Shoemaker, S.(1989)。Segmentation of the senior pleasure travel market。Journal of Travel Research，27(3)，14-21。  new window
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27.郭正德(2005)。銀髮族參與休閒運動、生活型態與阻礙因素之研究以台北縣淡水地區為例。真理運動知識學報，2，79-94。new window  延伸查詢new window
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會議論文
1.Hsu, C. H. C.(2000)。Segmentation of US senior travelers: Implications for tour operators。Phuket, Thailand。721-725。  new window
學位論文
1.吳德晃(1997)。敘述性偏好模式應用於消費者對旅遊產品選擇之研究(碩士論文)。文化大學。  延伸查詢new window
2.彭俊榮(2003)。旅行業全包套裝團體旅遊產品業務行銷策略之研究(碩士論文)。世新大學，臺北市。  延伸查詢new window
3.吳劍秋(2005)。旅遊動機和阻礙因素對銀髮族海外旅遊參與意願影響之研究(碩士論文)。南華大學。  延伸查詢new window
4.吳翠華(1992)。消費者選擇海外旅遊之行為研究(碩士論文)。中國文化大學，臺北。  延伸查詢new window
5.王佩芬(1995)。我國旅行業全備團體旅遊消費屬性之研究(碩士論文)。文化大學。  延伸查詢new window
6.朱仁德(2005)。燦星旅遊網國外團體旅遊商品購買者的消費行為研究。國立台灣師範大學。  延伸查詢new window
7.余曉玲(2003)。影響錫安旅遊產品消費者購買行為因素之研究。世新大學。  延伸查詢new window
8.曾睿偉(2003)。影響國内團體旅遊選擇屬性之研究--以遊覽車旅遊市場為例。中國文化大學，台北。  延伸查詢new window
9.嚴詩容(2004)。海峽兩岸境外團體套裝旅遊趨勢研究。中國文化大學。  延伸查詢new window
圖書
1.Cook, R. A.、Yale, L. J.、Marqua, J. J.(2006)。Tourism: the business of travel。New Jersey。  new window
2.楊必立、陳定國、黃俊英、劉丞深、何雍慶(1999)。行銷學。台北市：華泰文化事業股份有限公司。  延伸查詢new window
3.曹勝雄(2003)。觀光行銷學。台北：揚智文化事業有限公司。  延伸查詢new window
4.Neulinger, J.(1981)。The psychology of leisure。Charles C. Thomas。  new window
5.Mathieson, Alister、Wall, Geoffrey(1982)。Tourism: Economic, Physical And Social Impacts。Longman。  new window
6.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。  new window
7.Swaxbrooke, J.、Homer, S.、謝智謀、王怡婷(2001)。觀光消費行為理論與實務。台北市：桂魯有限公司。  延伸查詢new window
8.顧樹侏(1985)。旅遊市場學。台北。  延伸查詢new window
其他
1.行政院內政部統計處(2010)。人口年齡分配表，http://www.moi.gov.tw/stat/index.aspx， 2010/03/08。  延伸查詢new window
2.工研院產業經濟與趨勢研究中心(2011)。兩岸銀髮族消費者行為大調查，http://www.itri.org.tw/chi/news/detaiLasp?RootNodeId=060&NodeId=061&NewsID=544。  延伸查詢new window
3.交通部觀光局(2011)。中華民國國民9月出國性別及年齡分析，http://admin.taiwan.net.tw/statistics/month.aspx?no=135。  延伸查詢new window
4.交通部觀光局(2010)。中華民國九十九年觀光年報。  延伸查詢new window
5.Hai, S.(2001)。Senior Beijingers pursue trendy lifestyles，http://www.dsrwx.com/ispx。  new window
 
 
 
 
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