碩士 / 國立嘉義大學 / 觀光休閒管理研究所 / 99 / This study mainly viewed the competitiveness of overseas destinations for Taiwanese semi-independent travel customers. It aimed to help travel agencies understand how Taiwanese people choose semi-independent travel based on characteristics and information of the destination, attempting to offer appropriate market positioning and suggestions. It would be the references of marketing and the advertisement campaign for different destinations.
Questionnaire survey was adopted. The total number of the questionnaires distributed was 445 and the number of questionnaires collected was 386, investigating the potential semi-independent travel customers at 2010 Taipei International Travel Fair. In terms of research need, descriptive statistics, multidimensional scaling and correspondence analysis were used.
The result showed that (1) the destination attributes that Taiwanese semi-independent travel pay attention to are beautiful scenery, a sense of security and a reasonable price, (2) according to overseas destinations, Japan is the best one to fit in with potential customers’ need, (3) semi-independent travel destinations and destination attributes are divided into two strategic groups, including local food, shopping district, friendliness, and a reasonable price (Hong Kong, Macau, Thailand, Japan and Korea) and amenities, a sense of security, and charming sceneries (the US, the UK, and Australia), and (4) differences are shown in demographic variables, such as age, monthly income and the purchase of product experience, toward the attributes of travel destinations.
| Identifer | oai:union.ndltd.org:TW/099NCYU5742001 |
| Creators | Liu, Lu-Jung, 劉旅榕 |
| Contributors | Huang, Tzung-Cheng, Chang, Chia-Ming, 黃宗成, 張家銘 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 88 |
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