奢華旅宿消費者決策行為之研究

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題名:	奢華旅宿消費者決策行為之研究 A Study of Consumer Decision-Making Behavior in Super Luxury Hotels and Resorts
作者:	林聖禮
貢獻者:	觀光事業學系觀光休閒事業碩士在職專班
關鍵詞:	奢華旅宿價值態度行為 Super Luxury Hotels and Resorts VAB
日期:	2022
上傳時間:	2023-03-09 15:45:51 (UTC+8)
摘要:	觀光旅遊產業已是全球經濟體非常重要的產業，屬於觀光旅遊產業的全球飯店產業近十年來幾乎持續性的增長，這也突顯了該行業的價值，而豪華飯店的消費力也極速增加。在後疫情時代的觀光旅遊和飯店產業，奢侈品的概念正逐步成長並備受關注；由於豪華飯店可以顯著提升城市的整體形象並吸引大量現金流，所以許多國家地方政府將豪華飯店視為其發展計劃的重要組成部分。然而奢侈品價值的研究都集中在西方消費者和有形商品上，針對無形性的奢華旅宿研究甚少，為了了解消費者在奢華旅宿決策過程的影響關鍵是科學探究的一個重要領域；綜觀全球很少有學者研究並其探討消費者對於奢華旅宿決策過程中的心裡層面之間的影響。因此需要研究消費者對於購買奢華旅宿的有關的價值觀、原因、態度及行為意圖，並以擴大對奢華旅宿市場的消費心理理解，並制定適當的營銷策略來增強業務成功。本研究利用質性深度訪談後歸納出影響消費者的決策心理變項；並根據文獻彙整出價值觀、原因、態度和行為意圖等決策心理因素。於是本研究結合價值態度行為模型與行為推理理論等理論來進行量化研究探討變項之間的影響關係。本研究使用來自 395 位旅客的調查數據對所提出的模型進行了實證檢驗，並使用結構方程式進行分析；研究結果得知價值觀才是影響態度及行為意圖的核心；而消費者在決策時的原因以外部影響者、情感、獨特性、饋贈、感知新鮮、交通便利性會影響消費的行為意圖。 The tourism industry has become a very important industry in the global economy, and the global hotel industry, which is part of the tourism industry, has been growing almost continuously for the past decade, highlighting the value of the industry and the rapid increase in the number of customers spending money in high-end hotels. In the post-COVID19 era, the concept of luxury in tourism and hospitality is growing and gaining attention; many local governments see luxury hotels as an important part of their development plans because they can greatly enhance the overall image of a city and attract significant cash flow. Luxury value research has focused on Western consumers and tangible goods, and little research has been done on intangible luxury hotels, making it an important area of scientific inquiry to understand the influence of consumers in the decision-making process of luxury hotels. Few scholars around the world have researched and studied the influence of consumers on the mental side of the luxury hotel decision making process. Therefore, it is necessary to study the values, reasons, attitudes and behavioral intentions of consumers regarding the purchase of luxury hotels in order to expand the understanding of the consumer mindset of the luxury hotel market and to develop appropriate marketing strategies to enhance business success. This study uses qualitative in-depth interviews to summarize the psychological variables that influence consumer decisions; the mental factors of values, reasons, attitudes and behavioral intentions. after that, this study combines the VAB and BRT models to quantify the impact relationship between the variables. The proposed model was empirically examined using survey data from 395 travelers and analyzed using the structural equation SEM. The results of the study revealed that values are the core of attitudes and behavioral intentions, and that external influencers, emotions, uniqueness, gifts, perceived novelty, and transportation accessibility are the reasons that influence consumers' behavioral intentions when making
顯示於類別:	[觀光事業學系暨研究所 ] 博碩士論文

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