應用消費價值理論探討消費者選擇主題旅館之因──旅館類型及人格特質之調節效果

Applying the Theory of Consumption Value to Explore the Factors of Consumers' Choice of Theme Hotels - The Moderating Effects of Hotel Types and Personality Traits

旅館市場競爭日益遽增，隨著旅館的普遍為追求差異化與獨特性，提高競爭優勢，開始了主題式經營。主題式經營起源於美國加州，以某一特定的主題以及特定的文化氛圍讓旅客有個性化的體驗，進而提升回客率及再訪意願。根據交通部觀光局統計指出「是否有主題活動」也是旅客考慮的重要因素之一，以此可顯示主題活動會影響旅客的選擇意願。而主題旅館在臺灣學術上尚未有正式的定義及劃分，對其相關學術研究也較少，因此本研究將結合消費者選擇行為進行研究與探討。
本研究採線上問卷方式蒐集消費者資料，共回收241份有效問卷。研究分析結果顯示：1.消費價值中僅有功能價值、情感價值與附加價值對消費者選擇行為呈現顯著的正向影響關係; 2.不同主題旅館的類型會調節消費價值對選擇行為間的關係;3.不同消費者的人格特質不會調節消費價值對選擇行為的關係。最後並提出相關結論及建議，作為主題旅館經營之參考依據。

The hotel market has become more competitive as time goes on, with common pursuit of differentiation and distinctness, increasing competitive advantages, and thus adopting theming. Originating from state of California in the U.S, theming features a specific theme and cultural atmosphere to make travelers have personalized experience, therefore increases the repeat cust omer rate and the chance of revisiting. According to the statistics showed by Tourism Bureau, MOTC, it indicates that ''whether there is a themed event or not'' is also a key factor for travelers' consideration. Hence, we know that showing themed events will influence travelers' choices making. As of now, there is no academically official definition and division in Taiwan, and the numbers of related academic research are not that much. Consequently, our research will comb in it with consumer choice behavior to conduct and investigate.
The study used the convenient sampling method to hand out questionnaires in airport halls and business districts to collect 241 samples by internet questionnaires. The result showed: 1. Functional value, emotional value and conditional value have the impact on consumer choices behavior. 2. Theme hotel types have significant moderating effect between the tourist’consumption values and choice behaviors. 3. The personality traits have no moderating effect the tourist’consumption values and choice behaviors. Finally, this study puts forward relevant conclusions and suggestions as a reference for the operation of theme hotels.