帶寵物旅遊——願付價格及影響因素之研究

Traveling with Pets - Willingness of Tourists to Pay for Dogs

帶寵物旅遊日漸蓬勃，但相關旅遊及休閒產業缺乏資訊瞭解實際利基與訂定收費標準。本研究以假設市場價值評估法為基礎探討狗飼主對寵物旅行之願付價格，並以計劃行為理論瞭解影響付費意願的因素。研究共回收391份飼主有效問卷，結果顯示女性、未婚、年輕及帶狗旅行頻率高之飼主有較高付費意願；態度及知覺行為控制對付費意願有較高影響，主觀規範之影響較弱。就帶寵物住宿而言，當犬隻需另住寵物房，願付價格為房價10.66%，若能與飼主同住願付價格上升至21.66%。搭乘大眾運輸工具若寵物不佔位，飼主只願另付8%火車票及7.85%客運票價，而當寵物能佔有一個座位時，願付火車票價22.54%及客運票價22.66%。本研究結果可提供旅館、運輸等相關旅遊休閒產業管理及行銷工作之參酌。

The market for traveling with pets continues to grow. However, relevant travel industries still lack the necessary information to understand the niche and its charging standards. The primary purpose of this research is to study pet owners’ willingness to pay (WTP) in traveling with pets by applying the contingent valuation method and adopting the theory of planned behavior (TPB) to explore affecting factors. A total of 391 effective responses were collected. According to the survey results, the main potential target customers for pet travel are female, unmarried, younger, or inclined to travel with pets frequently. In the TPB survey results, the attitude variable showed the greatest effect on behavioral intention, and the perceived behavioral control variable had the second greatest effect. In hotel scenarios, respondents were willing to pay 10.66% more than the regular fees when dogs could be set in a cage outside the room, and 21.66% more when dogs could stay inside the room with them. In transportation scenarios, the pet owners were willing to pay 8% more for a train ticket and 7.85% more for a bus ticket with no seat for their dogs; they were willing to pay 22.54% more for a train ticket and 22.66% more for a bus ticket with seats for their dogs. The findings of this research can provide managerial tools and marketing strategies for hotel and transportation industries.