The Study of Market Segmentation of Consumer’s Vacation Lifestyle and Price Sensitivity

• Main Authors: Hung-Yen Chao, 趙泓諺
• Other Authors: Te-Yi Chang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/86680704658049135085

碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 95 === The purpose of this study was to investigate the consumer behavior of Group Package Tour (GPT) in Japan, discusses GPT consumer’s vacation lifestyle and price sensitivity when they are traveling to Japan. It helps us to divide them into different markets and to submit marketing suggestions to travel agencies. After literature reviewing and questionnaire designing, we got 374 questionnaires. We analyzed consumer behavior of GPT through factors and cluster analyzed. Vacation lifestyle variables were employed to segment the consumer after being factor and cluster analyzed. Moreover, the entire consumer of GPT can be partitioned into three segments, including “self-actualization”, “maturity and moderate”, and “conservative concept”, to discuss the characters and differences among vacation lifestyle, price sensitivity, tourist activity, and demographic variables. The result pointed out that “self-actualization” consumers have the highest price sensitivity, they are glad to participate in preferential activities, so travel agencies should use the “lower-cost” strategy and plan journeys with more elasticity. Then, “maturity and moderate” consumers who value the balance among working, leisure activities, and health, care about the correlation between price and worth very much. The contents of journey are allowed to be a little more luxury, but it must be excellent quality and reasonable price. “Conservative concept” consumers who, used to rely on the same traveling agency, seldom care for the price, have the lowest price sensitivity, so the “group tour arranged through the travel agency” and “half-free style tour” are the best choice for them. Effective marketing strategies were developed specifically to each of the three segments of consumer. The result of this study not only provides references to travel agencies, but also proposes suggestions to tourist superintendent organizations for drawing up better policies and assisting traveling agencies to improve tourist service quality.