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A Study of the Impact on Vacation Benefit Segmentation, Travel Behavior Attribute, Tourism Product Attribute According to Korean Tourists Lifestyle.
Vacation Benefit Segmentation
Tourism Product Attribute
在這研究裡發現韓國觀光客變成喜歡學新的經驗或挑戰、而且在旅遊時喜歡跟別人分享。 韓國觀光客比較喜歡跟旅遊陪伴一起旅行如朋友、家人及親戚，以及比較喜歡無套裝行程的個人獨立旅遊。因 此、此一研究發現有助於旅行社開發新部分套裝旅遊產品、進行台灣的觀光行銷此外、亦需要嘗試多種廣告以增進韓國觀光客來台灣旅遊的機動。|
Tourism is one of the biggest industry and fast growing up in the world, and is the most economic development option. It is important to understand what tourists’ need for promoting travel product in tourism market. The purpose of this study is examine whether there is a significant influence between lifestyle of Korean tourist and vacation benefit& tourism product attribute or not, as well as also attempt to investigate that there is a mediated effect between lifestyle of Korean tourist and tourism product attribute through vacation benefit segmentation as a mediator variable. The survey of this study was conducted to collect the information from 312 Korean respondents who had a travel experience through the online questionnaire. Base on the survey, we identify four type of Korean tourist lifestyle, including Individual-satisfaction oriented, Social-satisfaction oriented, Trendy oriented, and Family oriented. These four type of lifestyle represent the style of life about Korean tourists well. This study used the segmentation method to classify three type of vacation benefit: Relaxation, Discovery and Interaction, and also identified two type of tourism product attributes, including Feature-Attraction and Activity-Practical. The result of this study identified that Korean tourists getting changed to not only try to learn new an experience& challenge and share information with other people, but also retain the connection or interchange with people during traveling. The Korean tourist prefers to travel with accompany, such as friends, family, relatives rather than being alone, but enjoy FIT plan without full-package tour schedule. Therefore, it is useful for travel agency companies to develop a new travel partial-package tour product for Korean tourists in Taiwan tourism marketing. Besides, the travel agency need to try diverse campaigns or events, advertise marketing for approaching the intention or motivation of Korean tourist come to Taiwan for traveling.
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