| 英文摘要 |
The competition among Hot Spring Resort Hotels has become rigidly. The case study of tourist market segmentation in ChiPen area’s resort hotels would be investigated to find new market segments those differ from traditional ones. The research framework of the study was based on literature review of leisure theory, consumer behavior, market segmentation, and EKB consuming behavior model.
Information useful for developing market segmentation was obtained through a cross-section self-administrated survey. The sampling frame consisted of the 300 tourists who visited ChiPen resort area and experienced Hot Spring. Of the 300 surveys, 19 were eliminated due to insufficient information, and 281 completed for (1) descriptive analyses that produced profiles of different market segments and (2) developing new tourist market segments in visiting ChiPen resort area. |
