碩士 / 德明財經科技大學 / 行銷管理系 / 102 / Affected by variety sociality culture, the group of the singles has increased day by day. The singles’ consumption style caught the market attention. The group of singles pays more attention about consumption, not only the daily products, but the traveling abroad. This study explored the relationship between lifestyle, motivation, and the activities preference of traveling overseas for the singles.
The study targeted single people over 20 years old including the unmarried, divorced, widowed, and separated by convenience sampling and questionnaire survey. The questionnaire gathered 307 out of 340 distributed from August 23 to September 22 in 2013. Item analysis, factor analysis, cluster analysis, correlation analysis, reliability analysis,t-test, one-way ANOVA, path analysis were used for data analysis for subject and hypothesis verification.
The results of the lifestyle demonstrates independent discreet style, fame and fortune pursuing style, trend pursuing style, open-minded style, living happily style, emotional health style, and hard-working style. The motivation of traveling shows the motivation of sentient, the motivation of society, the aggressive attitude and the passive attitude. The preference of traveling demonstrates adventure activities, amusement park activities, car driving and sporty activities, explore and experiment activities, the natural scenery watching style, indoor style, and theme activities, and historical culture appreciation activities. The result of this study shows the lifestyle has the positive affection of the traveling activities; the activities preference of traveling, and the motivation of traveling will affect the activities of traveling positively. The theory and conclusion of this study will provide the travel industry to make marketing plans for the singles.
| Identifer | oai:union.ndltd.org:TW/102TMU00823001 |
| Date | January 2014 |
| Creators | Li-Yu Chen, 陳麗玉 |
| Contributors | Hsiu-Lin Lee, 李琇玲 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 108 |
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