| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 93 === It is possible that preference and perceive difference may be produced from customers’ seeking and need for perceived value. To international hotel managers, these differences existing among perceived values may denote various potential market values. Targeting on the customers segmentation of international hotels, this study intends to segment different value perceived groups by adopting service perceived value as segment variables. Furthermore, population statistic variables, boarding features and information source will be adopted as descriptive variables to explore features and characteristics existing among various groups. At the same time, we also wish to understand the behavior pattern of international hotel customers, and to have an in-depth exploration and comparison of the differences and features of customers’ intention among segmentation groups.
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