2.主題旅遊者心理描述與選擇模式之研究.doc

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1 Tourism Management Research Vol. 3 No ~ 4 1 June 2003 pp. 23 ~4 1 The Psychographic Profile and Choice Models of Special-Interest Travelers Sheng-Hshiung Tsaur * Mei-Ting Shu ** 2003/4/ /5/ (1) (2) (3) (4) ABSTRACT The past studies discussed travel market using psychographic variables mainly focused on the mass travel market and from the respect of psychographic segmentation. From the viewpoint of pre-segmenting, this study directly applies the psychographic variables to describe the special interest travelers of different types and investigate the influential factors for making choices. Three types of itineraries -Italian cultural *

2 artist, Canadian northern light and golf sport are selected as study objects and their participants are sampling to conduct a questionnaire survey. The empirical results of this study are as follows (1) personal values and lifestyles are proved to show significant differences among different types of special interest travelers (2) personal values and lifestyles are proved to have significant influences on the choice of special interest travel (3) lifestyles play a superior role in explaining special-interest tour choices (4) personal values are proved to show significant differences on lifestyles for different types of special interest travelers. The empirical results of the study could be offered as references of product planning and target marketing for travel agents. Keywords Special-interest tour, Personal Value, Life Style (special interest tours theme tours) 2001 (, 2001) % 10% (, 2001) Sorensen (1993) Morrison (1989) (product-related variables) 24

3 Mayo (1975) Ryel and Grasse (1991) (1993) (special interest package tour) Sorensen (1993) (1) (2) (3) (4) Mayo (1975) Schewe and Calantone (1978) Ryel and Grasse (1991) Andereck and Galdwell (1994) Gladwell (1990) Zins (1998) (personal values) (life styles) 25

4 (Kahle, 1983) (Kahle, 1986; Kramer, 1984; Ness and Stith, 1984) (Boote, 1981; Prakash, 1984) Madrigal and Kahle(1994) Pizam and Calantone(1987) (Plummer, 1974) Wells and Tigert (1971) (identity) Loudon and Bitta (1984) (Woodside and Pitts,1976; Perrault, Darden and Darden, 1977; Crask, 1981; Gladwell, 1990; Silverberg, Backman and Backman, 1996;, 1985;, 1985;, 1992;, 1993;, 1993;, 1994;, 1994;, 1995) Engel, Kollat, and Blackwell (1984) (psychological gratification) Sorensen (1993) Sorensen (1993)

5 1 ( ) ( ) Rokeach (1973) ( ) Wind and Green (1974) (specific life style) AIO 1. (activities) 2. (interests) 3. (opinions) 3.2 ( 1 ) ( ) Gladwell (1990) Luzar, Diagne, Gan, and Henning (1998) Silverberg, Backman, and Backman (1996) Zins (1998) H 2 H 4 H 6 H 1 H 3 H

6 Madrigal and Kahle (1994) Pizam and Calantone (1987) Loudon and Bitta (1984) ( ) Pitts and Woodside (1986) Zins (1998) Wells (1974) Zins (1998) Crompton (1979) Pizam, Neumann, and Reichel (1979) (push) Robeach (1973) (Michman, 1991) (Engel, Kollat, and Blackwell, 1984) Zins (1998)

7 - - - ( ) - ( ) - - (nothern light ) ( ) (, 2001) 3.4 Kahle (1986) LOV 9 Likert Gladwell (1990) Silverberg, Backman, and Backman (1996) (1994) AIO 23 Likert 7 (pretest)

8 ( ) % % 120 ( ) % ( ) % % 45% 65.5% ( 31.8%) 30 ( 29.1%) ( 24.4%) ( 40.3%) 26.4%) ( 43.4%) ( 15.9%) (varimax) (eigenvalue) % Cronbach s (0.63) Cronbach s (Phillips, 1981) 30

9 ~ ~ ( ) ( ) / , ,000-40, ,001-60, ,001-80, , ( 3) 94.3%

10 2 Cronba- ch s (%) (%) (-) KMO=0.876 Bartlett s Chi-square = (-) ( ) (Scheffe) 4 32

11 3 ( ) P= ~ ~ P= ( ) ( ) P=0.093 / P= P= P= , ,000-40, ,001-60, P= ,001-80, ,

12 4 F Scheffe ** > ; > *** > * ; *** ; * ** ; 1. 1.* P<0.05 ** P<0.01 *** P<

13 (binary logistic regression) (stepwise) ( 5) McCleary and Choi (1999) Pitts and Woodside (1986) Wells (1974) ( ) ( ) ( ) ( ) ( ) Zins (1998) Zins 4.4 (factor score) 6 35

14 (P ) (0.00) (0.00) (0.00) 62 % 64 % 69 % (P ) (0.00) (0.00) (0.00) 70 % 79 % 75 % ( ) 5% ** 0.250** ** * * * * ** * ** * R-square Adjusted R-square F 3.282** 2.511** 2.138* 3.960* ** ** * P<0.05 ** P<0.01 ( ) ( ) ( ) 36

15 ( ) ( ) ( ) ( ) 5.1 ( ) ( ) ( ) ( ) 37

16 5.2 ( ) ( ) ( ) (service encounter) ( ) (generalize ability) ( ) ( ) ( ) ( ) 38

17 ( ) ( ) , [ ] /200103/dailynews_ _1593_ 3.html [2001 March 2] , [ ] [2001 January 10] 7. - Vol

18 Andereck, K. L., & Galdwell, L. L. Variable selection in tourism market segmentation model.,journal of Travel Research. Vol. 33, 1994, pp Boote, A. S. Market segmentation by personal values and salient product attributes.,journal of Advertising, Vol. 21, 1981, pp Crask, M. R. Segmenting the vacation market: Identifing the vacation preference, demographics, and magazine readership.,journal of Travel Research, Vol. 20, 1981, pp Crompton, J. L. Motivations for pleasure vacation.,annals of Tourism Research, Vol. 6, 1979, pp Engel, J. F., Kollat, D. J., & Blackwell, R. D. Consumer behavior (4th ed.). New York: Dryden Press, Gladwell, N. J. A psychographic and sociodemographic analysis of state park inn users., Journal of Travel Research, Vol. 29, 1990, pp Kahle, L. R. Social values and social change. New York: Praeger Publishers, Kahle, L. R. The nine nations of North America and the value basis of geographic segmentation.,journal of Marketing, Vol. 50, 1986, pp Kramer, H. E. The value of higher education and its impact on value formation. In R. E. Pitts & A. G. Woodside (Eds.), Personal values and consumer psychology (pp ). Lexington, Kentucky: Toronto, Loudon, D. L., & Bitta, A. J. D. Consumer behavior (3nd ed.). New York: McGraw-Hill, Luzar, E. J., Diagne, A., Gan, C. E., & Henning, B. R. Profiling the nature-based tourist: A multinomial logit approach., Journal of Travel Research, Vol. 37, 1998, pp Mayo, E. F., Tourism and the national parks: A psychographic and attitudinal study.,journal of Leisure Research, Vol. 14, 1975, pp Madrigal, R., & Kahle, L. R. Predicting vacation activity preferences on the basis of value-system segmentation, Journal of Travel Research, Vol. 32, 1994, pp McCleary, K. W., & Choi, B. M. Personal values as a base for segmenting international markets.,tourism Analysis, Vol. 4, 1999, pp Michman, R. D. Lifestyle market segmentation, New York: Praeger Publishers, Morrison, M. A. Hospitality and travel marketing. New York: Delmar Publishers, Ness, T. E., & Stith, M. T. Middle-class values in blacks and whites. In R. E. Pitts & A. G. Woodside (Eds.), Personal values and consumer psychology (pp ). Lexington, Kentucky: Toronto,

19 30. Perrault, W. D., Darden, D. K., & Darden, W. R. A psychographic classification of vacation life-styles., Journal of Leisure Research, Vol. 9, 1977, pp Phillips, L. W., Assessing measurement error in key information reports: A methodological note on organizational analysis in marketing., Journal of Marketing Research, 19 (4), 1981, pp Pitts, R. E., & Woodside, A. G. Personal values and travel decisions.,journal of Travel Research, Vol. 25, 1986, pp Pizam, A., & Calantone, R. Beyond psychographics-values as determinants of tourist behavior., International Journal of Hospitality Management, Vol. 6, 1987, pp Pizam, A., Neumann, Y., & Reichel, A. Tourist satisfaction., Annals of Tourism Research, Vol. 6, 1979, pp Plummer, J. T. The concept and application of life style segmentation., Journal of Marketing, Vol. 38, 1974, pp Prakash, V. Personal values and product expectation. In R. E. Pitts & A. G. Woodside (Eds.), Personal values and consumer psychology (pp ). Lexington, Kentucky: Toronto, Rokeach, M. The nature of human values. New York: The Free Press, Ryel, R., & Grasse, T. Marketing ecotourism: Attracting the elusive ecotourist. In T. Whelan (Ed.), Nature tourism (pp ). Washington, DC: Island Press, Schewe, C. D., & Calantone, R. Psychographic segmentation of tourists., Journal of Travel Research, Vol. 16, 1978, pp Silverberg, K. E., Backman, S. J., & Backman, K. F. A preliminary investigation into the psychographics of nature-based travelers to the southeastern United States., Journal of Travel Research, Vol. 35, 1996, pp Sorensen, L. The special-interest travel market.,the Cornell Hotel and Restaurant Administration Quarterly, Vol. 25, 1993, pp Wells, W. D. Life-styles and psychographics. Chicago: American Marketing Association, Wells, W. D., & Tigert, D. J. Activities, interests and opinions.,journal of Advertising Research, Vol. 11, 1971, pp Wind, Y., & Green, P. E. Some conceptual measurement, and analytical problems in life style research. In W. D. Wells (Ed.), Life style and psychographics(p. 108). Chicago: American Marketing Association, Woodside, A. G., & Pitts, R. E. Effects of consumer life-styles, demographics, and travel activities on foreign and domestic travel behavior.,journal of Travel Research, Vol. 14, 1976, pp Zins, A. H. Leisure traveler choice models of theme hotels using psychographics., Journal of Travel Research, Vol. 36, 1998, pp

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