A Study on the Relationship of Nostalgia Proneness to Consumption Motivation and Behavior of Old Style Hotel

• Main Authors: Chuang,Ming-Tao, 莊明道
• Other Authors: Ho,Li-Hsing
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/09330546477530872553

碩士 === 中華大學 === 科技管理學系碩士班 === 102 === The purpose of study is to discuss the relationship among the Nostalgia proneness and their consumption motivation as well as consumption behavior to old style memory hotel. The study adopted “the scale of Nostalgia proneness to the consumption motivation and behavior of old style hotel consumption” as research tool and travelers who live in Taipei and travel at least once every year as samples. There were total 200 questionnaires distributed and 189 of them were collected. Among them, 175 were effective questionnaire, accounting for 92.6% of questionnaires collected. The study analyzed the data via independent sample t-test, one-way ANOVA and correlation coefficient. According to the data analysis, participants in different genders would have different Nostalgia proneness, and the male was higher than the female. There Nostalgia proneness was indifference in term by year of birth. However, there Nostalgia proneness was different in term by place of birth, degree of education, occupation and monthly revenue of participants. The Nostalgia proneness is positively correlated with the consumption motivation and consumption behavior, that is, the higher the Nostalgia proneness, the higher consumption motivation and consumption behavior to old style hotel are. The study results are available for the references of operating old style hotel related industries and the planning of government for policy making and implementation.