碩士 / 雲林科技大學 / 休閒運動研究所碩士班 / 97 / In this study, two major research directions for understanding Jiaosi Hot Spring Area tourist’s characteristics of Consumer decision-making process and why the difference? In addition, through the Vacation Lifestyle segmentation variables to separate out the Jiaosi Hot Spring Area to different ethnic groups of the basic characteristics of the market and tourism consumer behavior, hoping to give Hot Springs Recreation Area in the development of industry marketing strategy of reference.
Tourist behaviour and the basic information are asked in the questionnaires. In this study, a total of 390 valid questionnaires. Through two stages of Ward’s and K-Means clustering analysis of tourist areas will be divided into three market segments, namely the "physical and mental relaxation type of outdoor experience," "rationalism actuarial-type" and "attention to life forms on vacation" .
| Identifer | oai:union.ndltd.org:TW/097YUNT5571035 |
| Date | January 2009 |
| Creators | Yong-Yi Jheng, 鄭勇奕 |
| Contributors | Chih-Chiang Chung, 鍾志強 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 146 |
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