碩士 / 致理科技大學 / 企業管理系服務業經營管理碩士班(含碩士在職專班) / 107 / Overseas honeymoon trips have been popular among many newly-wed couples in Taiwan, and travel agencies are eager to grasp this business opportunity because statistics show that people tend to spend more money on the honeymoon travel than average trip. From the tourists consumption behaviors' point of view, newlyweds starts from gathering information to program evaluation. They will have many extremely personalized demands when it comes to honeymoon travel destination, staying time, environmental requirements, travel methods, etc., Especially on the travel destination, it must have be romantic enough to emphasize the nature of a honeymoon.
Due to the booming growth of online information recently, and the rapid changes in tourism consumption , it is necessary to re-examine the factors that influence newlyweds to purchase overseas honeymoon travel decisions.The study motivation is to explore the requirements and priorities of the passengers nowadays in the purchase decision-making, and provides reference for the travel agencies, so that they can create innovative design on the itinerary and service content to provide a much more complete service package.
This study use the decision-making steps of consumer behavior EKB model to explore differences in the content and choices of travelers with various social backgrounds in their overseas honeymoon trips during the steps of the program evaluation before purchasing one.This study refers to relevant literature and practice level design questionnaires. Through the network survey, a total of 533 valid questionnaires were collected. The statistical software package SPSS was used to descriptive statistics, reliability analysis, independent sample t-test and variance analysis. in conclusion. Passengers of different genders, different ages, different educational levels, and different incomes have some significant differences in the evaluation of overseas honeymoon travel programs; passengers of different occupations and different places of residence have no significant differences in the evaluation of overseas honeymoon travel programs. Based on the research results, we will provide suggestions for the future planning of the travel industry to arrange overseas honeymoon trips and marketing plans, so that the travel agencies can master this particular group.
| Identifer | oai:union.ndltd.org:TW/107CIT00823029 |
| Date | January 2018 |
| Creators | LO , HSUAN-CHUN, 羅暄淳 |
| Contributors | Hwang, Fei-Fei, 黃菲菲 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 77 |
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