| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 102 === This study aims to explore the behavioral characteristics of the consumers in the Longmen Camping Park--primarily through their decision-making models. A field survey was conducted by means of convenience sampling and a total of 403 valid questionnaires were collected. In analyzing the data of these questionnaires, the socioeconomic statistical variables and the traits of the consumption behavior of the tourists in the Longmen Camping Park are interpreted and described in detail. Besides, the data are tested by a travel-related lifestyle scale and are analyzed by means of such methods as factor analysis, cluster analysis, variance analysis, and chi-square homogeneity test in order to find out whether various clusters of tourists differ in socioeconomic background, lifestyle, and consumption behavior. Finally, suggestions for future research are offered for reference by the tourist industry and related governmental agencies.
The major findings of this study were as follows. Firstly, the majority of the tourists to this camping park were women. The largest percentage of the tourists were aged from 36 to 45. These tourists mainly worked in business and the service industry and they mostly earned a monthly income of NT$40,000 – NT$60,000. The greatest number of them had received a college or junior college education. Most of them were single and lived in greater Taipei, namely Taipei City, New Taipei City and Keelung City. Secondly, with respect to consumer behavior, 175 of these tourists came here to get close to nature, which was their chief need/motivation. Most of them learned about this camping area because of the recommendations made by relatives or friends, and they travelled by car. The majority of them visited the park for the first time. Each tourist spent an average of NT$500-NT$1,000 here. And a large percentage of them came here together with their family members or relatives. Thirdly, according to their lifestyles, this study divides these consumers into four clusters, namely “life-changing & relaxing type,””negative tourist type,””having fun with family type,” and “abundant life and sociable type.” It is found that except for the variable of gender, these clusters show significant differences in various demographic variables. Finally, when making consumption decisions, consumers in different clusters show significant differences in terms of tourist need/motivation, information gathering, purchase behavior, and post-purchase behavior.
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