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The Research on Lifestyle, Involvement, and Travelling Behavior of Female Employees
|Issue Date: ||2011-05-23 13:40:15 (UTC+8)|
From the perspective of consumer behavior, tourism can be regarded as a product which is an initiative, enjoying and rewarding activity. In purchasing behavior, tourists take part in leisure activities whose life style and the level of involvement are the most important factors that can influence the selection. Therefore, this study will be focused on tourist’s life style and the level of their involvement. The growth of education level and economic capability of the female population with more control of their money and time, female consumers contribute the rapid growth of tourism. Thus the consumption potential of the female population should not be ignored. In recent years, discussion on gender differences in recreation and tourism has earned much attention. As the purchasing power of females are growing and their influence in purchasing decision is more and more dominant, research on female tourism has become a new subject matter. Because of the aforementioned reasons, this study will be focused on the consumer pattern and decision making process of tourism market from a working female’s point of view.
Taiwan tourism product is changing with the tourism market from the population market to peculiar market. The study of the peculiar market is necessary because understanding how our people choose tourism product would help improve the quality of tourism and thus increase profit from tourism. This research uses “lifestyle” and “level of involvement” as variables to study if there is any difference in consumer behavior in selection of tourism products with different lifestyles and different involvement levels of working female. Using age from 15 to 65 working females in Kaohsiung area as research focus, survey will be conducted using random sampling. Statistics software SPSS will be used for data analysis. Using AIO and CIP model, lifestyle and level of involvement will be measured.
The outcome of the study shows that the traveling experiences are richer for married middle-age working mother whose work is related to the military, government office, or teaching. Moreover, the higher educated and higher income these working females are the higher tendency to travel oversea. Their source of traveling information is mainly by words of mouth from friends and relatives. Most travel oversea use credit cards, while most travel domestically use cash. Females around 40 years old are the age group who proportionally travels most. Those who travel oversea are mostly for sigh-seeing while those who travel domestically are mainly for family time. Older females travel for longer period than that of the younger. They also are more willing to spend more for their tour. Those who are married travel oversea more and spend more than those who are single. Family vacation type travel with longer duration and more frequent, with more expenses and experiences. Life enjoyment type travels purposely for meeting new friends. They are willing to spend more domestically. Avoid the crowd type most plan their own trip. Weekend travel type travels mostly domestically. In terms of level of involvement, avoid the crowd type gets involved most. The sequence of being involved is family vacation type, weekend travel type, social gathering type, and life enjoyment type respectfully. The result of this study provides a reference for the tourism industry to develop their marketing strategy to plan for future tourism products according to different consumer groups.
|Appears in Collections:||[經營管理研究所] 博碩士論文|
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