Tourism Management Research Vol. 3 No.1 2 3 ~ 4 1 June 2003 pp. 23 ~4 1 The Psychographic Profile and Choice Models of Special-Interest Travelers Sheng-Hshiung Tsaur * Mei-Ting Shu ** 2003/4/23 2003/5/22 - - - (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 * 111 55 02-28610511-306 02-28611402
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) 1999 100% 10% (, 2001) Sorensen (1993) Morrison (1989) (product-related variables) 24
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
(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) 3.1 26
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 5 1 27
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) 6 3.3 28
- - - ( ) - ( ) - - (nothern light ) ( ) - 1-2 2-3 (, 2001) 3.4 Kahle (1986) LOV 9 Likert Gladwell (1990) Silverberg, Backman, and Backman (1996) (1994) AIO 23 Likert 7 (pretest) 3.5 29
( ) - 91 1 3-131 25 19% 91 4 5-97 95 98% 120 ( ) - 90 12 91 3-141 50 35% ( ) - 94 88 94% 258 55% 45% 65.5% 31-40 ( 31.8%) 30 ( 29.1%) 41-50 ( 24.4%) ( 40.3%) 26.4%) ( 43.4%) ( 15.9%) 1 4.1 23 (varimax) (eigenvalue) 1 0.4 2 23 71.96% Cronbach s (0.63) Cronbach s 0.7 0.43 (Phillips, 1981) 30
1 41 18 83 142 55.0 79 32 5 116 45.0 30 65 8 2 75 29.1 31~40 40 16 26 82 31.8 41~50 10 18 35 63 24.4 51 5 8 25 38 14.7 ( ) 4 5 3 12 4.7 ( ) 18 11 16 45 17.4 35 10 23 68 26.4 / 44 18 42 104 40.3 19 6 4 29 11.2 19 14 8 41 15.9 60 6 46 112 43.4 10 6 7 23 8.9 10 6 21 37 14.3 6 10 4 20 7.8 15 8 2 25 9.7 61 18 10 89 34.5 59 32 78 169 65.5 57 45 8 11 42.6 28 2 44 74 28.7 28 0 30 58 22.5 7 3 6 16 6.2 20,000 17 5 0 22 8.5 20,000-40,000 48 9 4 61 23.6 40,001-60,000 36 19 12 67 26.0 60,001-80,000 14 7 27 48 18.6 80,001 5 10 45 60 23.3 4.2 ( 3) 94.3% 30 31-40 41-50 41-50 31
2 Cronba- ch s (%) (%) 1. 0.819 5. 0.807 0.70 9.49 9.49 10. 0.514 11. 0.760 13. 0.679 0.80 9.56 19.05 15. 0.588 3. 0.816 16. 0.621 0.71 9.11 28.16 17. 0.550 2. 0.838 6. 0.804 0.73 9.10 37.26 14. 0.694 21. 0.685 8. 0.672 9. 0.592 0.79 8.92 46.18 22. 0.666 4. (-) -0.646 7. 0.642 0.68 8.88 55.06 12. 0.587 19. 0.724 0.77 8.80 63.86 20. 0.695 18. 0.535 0.63 8.10 71.96 23. 0.672 0.8008 KMO=0.876 Bartlett s Chi-square =1960.35 1 (-) ( ) (Scheffe) 4 32
3 ( ) 34.2 36.0 94.3 65.8 64.0 5.7 P=0.000 30 54.2 16.0 2.3 31~40 33.3 32.0 29.5 41~50 8.3 36.0 39.8 P=0.000 51 4.2 16.0 28.4 ( ) 3.3 10.0 3.4 ( ) 15.0 22.0 18.2 29.2 20.0 26.1 P=0.093 / 36.7 36.0 47.7 15.8 12.0 4.5 15.8 28.0 9.1 50.0 12.0 52.3 8.3 12.0 8.0 8.3 12.0 23.9 P=0.000 5.0 20.0 4.5 12.5 16.0 2.3 51.3 34.8 10.5 48.7 65.2 89.5 P=0.000 47.5 90.0 9.1 23.3 4.0 50.0 23.3 0 34.1 P=0.000 5.8 6.0 6.8 20,000 14.2 10.0 0 20,000-40,000 40.0 18.0 4.5 40,001-60,000 30.0 38.0 13.6 P=0.000 60,001-80,000 11.7 14.0 30.7 80,001 4.2 20.0 51.1 1. 2. 3. 33
4 F Scheffe 3.23 3.32 3.31 0.310 4.02 4.14 3.72 6.563** > ; > 4.34 3.93 4.36 7.614*** > 4.23 4.07 4.07 1.330 4.10 4.09 4.10 0.004 4.16 4.11 4.07 0.222 3.96 4.08 3.64 4.350* ; 4.31 4.40 4.15 1.809 4.09 4.08 4.17 0.387-0.03 0.04-0.03 0.146-0.04-0.38 0.27 7.088*** ; -0.02-0.13 0.28 2.803 0.10 0.03-0.06 0.479 0.07 0.01-0.03 0.180 0.53-0.04-0.37 2.472-0.44 0.17 0.37 15.255* -0.18 0.24-0.22 6.618** ; 1. 1.* P<0.05 ** P<0.01 *** P<0.001 2. 4. 5. 4 1. 2. 3. 34
4. 5. 4.3 (binary logistic regression) (stepwise) ( 5) McCleary and Choi (1999) Pitts and Woodside (1986) Wells (1974) ( ) ( ) ( ) ( ) ( ) Zins (1998) Zins 4.4 (factor score) 6 35
5 0.410-0.533 2.018 0.979 0.569 (P ) 336.44 (0.00) 201.19 (0.00) 294.13 (0.00) 62 % 64 % 69 % 0.667 1.198 1.455 0.401 0.654-0.618 0.743 0.352-0.703 (P ) 295.21 (0.00) 265.54 (0.00) 223.23 (0.00) 70 % 79 % 75 % ( ) 5% 6 0.054-0.066-0.015 0.032 0.055-0.100-0.025 0.247** 0.250** -0.248** -0.073-0.104 0.116-0.139-0.114 0.119 0.059 0.044 0.171* -0.134-0.016 0.103-0.040-0.155-0.159-0.138-0.086 0.097 0.133 0.188* 0.101 0.083 0.145 0.018 0.195* 0.077-0.087 0.050 0.039 0.136 0.144* 0.035 0.098 0.224 0.047 0.282** 0.099-0.076-0.142-0.098 0.025 0.172* -0.112 0.016 0.004 0.277** -0.100 0.065 0.076-0.109 0.143 0.009 0.054-0.013 0.084 0.124 0.055 0.124* -0.051 0.087-0.039-0.149 R-square 0.326 0.084 0.072 0.126 0.054 0.107 0.033 0.106 Adjusted R-square 0.074 0.050 0.038 0.094 0.019 0.074-0.002 0.073 F 3.282** 2.511** 2.138* 3.960* 1.558 3.292** 0.943 3.265** * P<0.05 ** P<0.01 ( ) ( ) ( ) 36
( ) ( ) ( ) ( ) 5.1 ( ) ( ) 31-50 41-50 ( ) ( ) 37
5.2 ( ) 1. 2. ( ) 1. 2. ( ) 1. 2. (service encounter) 3. 5.3 ( ) (generalize ability) ( ) ( ) ( ) ( ) 38
( ) ( ) 1. 2. 3., 4. 5. [ ] http://travel.mook.com.twdailynews /200103/dailynews_20010302_1593_ 3.html [2001 March 2] 6. 2001, [ ] http://travel.mook.com.twdailynews/200101/ailynews_20010110_1397_6.html [2001 January 10] 7. - Vol. 277 20 8. 9. - 10. - 39
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