| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === As economic and social development progresses along with the implementation of weekend holidays, people’ lifestyle has changed in regards with the concept of work and vacation. Since people work under tremendous pressures, they are prone to different vacation experiences to relax with the nature.
The current research categorizes vacation lifestyles of self-organized travelers into five types, namely "family tour"," intellectual tour "," experiential tour ","social tour”, and " pressure-alleviating tour ". On the other hand, traveler’s lodging motivations are categorized according to characteristics of B&B (Bed and Breakfast) into: "efficiency", "environmentalism and experience", "quietness and simplicity", "convenience", and "novelty". The different preferences and selections of B&B’s by tourists of interested demographic characteristics are explored.
Tourists of various types of B&B in the Hualien area are surveyed through questionnaires. Of the 700 responding cases, 400 were valid, yielding a valid rate of 57.14%.
The empirical results are as follows:
1. Tourists of different age, education, marital status, and income have different vaca-tion styles.
2. Tourists of different gender, age, occupation, education, and marital status have dif-ferent lodging motivation.
3. The vacation style has a significant impact on preferences of B&B.
4. The vacation style has a significant impact on selecting decisions of B&B type.
5. The lodging motivation has a significant impact on selection of B&B type.
It is concluded that tourism market is a segmented market, and no single product is able to satisfy all consumers. B&B owners have to develop their own unique features and competitive advantages to attract target customers and create a home-like space with affinity, comfort, and cozy feel. Further, B&B owners should attempt to promote tourists’ revisit through good customer relationship management.
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